Brand
Ministry of Culture, Government of India
Rashtriya Sanskriti Mahotsav 2016
Rashtriya Sanskriti Mahotsav 2016
The Ministry of Culture, Government of India mandated comprehensive communications support for the Rashtriya Sanskriti Mahotsav, a flagship national cultural festival designed to celebrate India's civilisational diversity and promote the vision of Ek Bharat, Shreshtha Bharat. The festival brought together folk, tribal, and classical artists from every corner of the country in a singular, nationally broadcast cultural celebration. Media Mantra was tasked with creating awareness, mobilising media, managing on-ground communications, and ensuring the event received the national prominence it deserved.
Campaign gallery
The idea
Position the Mahotsav as India's foremost cultural convergence and a living demonstration that the country's diversity is its strength. The communications strategy centred on cultural pride, national unity, and the discovery narrative, helping urban audiences experience folk traditions they had never encountered. Every press interaction and media piece was anchored in the idea that culture is diplomacy.
Execution
End-to-end PR and media management for the Ministry of Culture. Media Mantra coordinated national press coverage across print, broadcast, and digital platforms. The team managed media logistics, press briefings, and journalist facilitation on-ground. Media outreach extended across the country's major English and Hindi language publications, regional press, and cultural media. Stakeholder communications were managed across the Ministry and cultural organisations under the event's umbrella.
Results
- Coverage secured across 50+ national and regional publications including leading English and Hindi dailies
- Event drew footfall from artists representing all 28 states and 8 Union Territories
- All-India broadcast coverage achieved across Doordarshan and private news networks
- Media Mantra's work established the communications template that the Ministry continued to build on across subsequent editions of the Mahotsav, which became one of India's most-attended annual cultural events
- The Rashtriya Sanskriti Mahotsav has since grown to attract 50,000+ visitors per day in its open-ground editions
50+
Publications
28
States represented
50K+
Daily visitors
