About
NUKA is an alias brand established by singer Anushka Manchanda to release and promote her independent music. Her first video ‘Don’t Be Afraid’ was launched on her Youtube channel of the same name. As a passionate environmentalists, Anushka wanted her music to inspire people to take action towards climate change and understand the importance of nature. She wanted to use the power of modern media to promote her message & build a community of nature lovers.
Campaign
The objective of the campaign was to generate awareness through PR and digital channels & amplify her bran NUKA ahead of the music video launch. A 3 weeks launch activation and 1 week sustaining campaign was formulated comprising of pre launch social buzz, PR & digital promotion.
A grid aesthetic was developed for Instagram which featured graphics from her upcoming music video intriguing audiences which in turn resulted in organic promotion through engagement & shares. The PR campaign focused heavily on opening the conversations on Anushka's journey as a passionate environmentalist & the social message she was trying to send with new brand NUKA. The PR strategy involved getting one news bite/day up until the music video launch. The sustaining campaign was executed after the launch & focused on paid promotion through Youtube & Spotify ads to build awareness and reach as many music listeners as possible