This media strategy was born out of the insight that people always scream at rock concerts. So we decided to announce the concert and Vladivar’s association with an innovative and unique live activity that had singers screaming in a theatre full of people. The activity took place in a theatre full of unsuspecting people and the setting gave us a captive audience. Once the activity started, not only did it shock and surprise this audience but it also entertained them in a way that they had never experienced before.

The activity became a viral sensation, with over 320,000 views on YouTube. It was also widely covered and reported by print and digital media. Ultimately, over 45,000 people turned up for the Metallica concert, making Vladivar Rock ‘n India the country’s biggest ever rock show.