AlphaTheta Hands Team Pumpkin Its India Social Mandate
AlphaTheta has appointed Team Pumpkin to handle its social media in India, giving the agency the brand's digital voice in a market where its equipment has long had status without much marketing behind it.
- Client: AlphaTheta Corporation, through its India entity Alphatec Audio Video Private Limited
- Agency: Team Pumpkin, founded 2012
- Scope: social media strategy, content creation, community engagement and product storytelling
- Audience: India's DJ community, music producers and electronic music listeners
- Context: AlphaTheta is the company formerly known as Pioneer DJ
What Team Pumpkin Has Actually Been Given
The mandate is broader than a content calendar. Community engagement and product storytelling sit in it alongside strategy and production, which points at a brand that needs to be explained rather than merely posted about.
Schelicia Caszo, head of marketing at Alphatec Audio Video, said India's music culture is evolving at pace, with DJs, producers and creators shaping a vibrant new generation of talent. Devasis Barkataki is managing director of the India entity. The account will be run out of Team Pumpkin's Indian offices, and the agency also holds an international presence.
Why A DJ Brand Needs An Agency Now
Professional audio has historically sold itself through the artists using it. A DJ sees which deck is in the booth, and that is the campaign. It works, and it is slow, and it only reaches people already inside the scene.
What has changed is that the scene is no longer the whole market. Home producers, content creators and weekend hobbyists now buy equipment that was once bought by working professionals, and none of them are standing in a booth watching what the headliner uses. Swati Nathani, co-founder at Team Pumpkin, said the brand represents innovation, creativity and the future of music performance. The agency works across technology, lifestyle, retail, FMCG, BFSI and consumer accounts. More news.
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