About Nritarutya Arts Academy
Formed in 2000 by Mayuri and Madhuri Upadhya, Nritarutya is one of India’s foremost dance companies, creating innovative, visceral, and ethereal experiences that broaden the perceptions of dance. From a rendition of Mughal-e-Azam at NMACC to heartfelt shows at Serendipity, Nritarutya is where modern dance forms meet artistic execution.
Objective
To create unique, immersive experiences through short films, music videos, and thematic performances that extend beyond traditional dance, and connect with audiences deeply.
The Challenge
Nritarutya Arts Academy was unable to expand their Instagram presence. We laid out the content structure to represent the brand's identity and to explain why they exist in the space, specifically measuring metrics such as engagement, followers, and the number of sign-ups for their upcoming live performances.
The Approach
1) Set Clear Goals
2) Understand Audience and Platform Dynamics
3) Competitive Research
4) Content Strategy
5) Content Planning
6) Execution
7) Track Performance and
8) Adjust Strategy
2) Understand Audience and Platform Dynamics
3) Competitive Research
4) Content Strategy
5) Content Planning
6) Execution
7) Track Performance and
8) Adjust Strategy
Working together with Mayuri, the founder, I immersed myself in understanding the brand. We aimed to figure out who our target audience is and what kind of voice we want to use when talking to them. From there, I organised different types of content pieces we want to share and decided what messages each should send, helping to build the overall story of the brand.
To establish standards for writing content, I curated guidelines for the tone of our messages. This helped us keep our messaging consistent. Moving forward, we focused on creating engaging and genuine visuals that match our message. This included improving the look of our images and videos, writing scripts, and guiding photoshoot ideas. Once we found our most successful reel series, we worked on making it even better. We paid close attention to what our audience liked by reading comments and messages, and we stayed active in engaging with them.
The initial reach and engagement on the brand page
Reach, followers, and engagement after 2 months of managing their social media, creative identity, and content
Some high-performing posts
