The Challenge
When I joined BookMyShow as a Social Media Marketing Intern, the brand’s Instagram content primarily focused on announcements of upcoming shows and post-concert videos. While informative, this approach lacked the relatability and engagement needed to captivate the platform’s core audience—Gen Z. The challenge was to transform the content strategy to not only inform but also entertain, creating a sense of FOMO that would resonate with this demographic. Initially, reels averaged between 2,000 to 6,000 views, indicating a need for a fresh, trend-driven approach to boost visibility and engagement.
The Solution
To address this, I reimagined the content strategy by shifting the focus from purely promotional posts to creating engaging, relatable, and trend-driven content. I leveraged Instagram’s algorithm by crafting reels that tapped into trending audio, memes, and cultural moments, ensuring the content was not only relevant but also highly shareable. By blending announcements with entertaining and visually appealing reels, I created a balance that appealed to Gen Z’s desire for both information and entertainment.
This journey taught me so much about creating content that not only looks good but actually drives real results. The experience reinforced my belief that marketing is about making meaningful connections, not just increasing numbers.
The Moment Farhan Akhtar Reposted Our Reel
When creative burnout hit our team at BookMyShow, we decided to break free from our routine content. On a whim, we transformed our office into a playful backdrop for a creative reinterpretation of one of our favorite songs.
What started as a fun project born from boredom turned into our most memorable content piece. The reel garnered over 900K impressions, but the real magic happened when Farhan Akhtar himself reposted it to his story.
That moment – seeing the notification, the team’s screams echoing through the office, the pure disbelief – was the greatest reward of my social media career. It reminded me that authentic creativity resonates far beyond metrics and that sometimes, the most impactful content comes from simply creating something you love.