Mughal-E-Azam’s Resounding Success Across North America: A Theatrical Triumph!
Mughal-E-Azam The Musical – India’s biggest theatre dived into the captivating world where cinematic brilliance took the center stage. Mughal-E-Azam the musical is a theatrical adaptation of the legendary Bollywood film. Directed by Feroz Abbas Khan and produced by the Shapoorji Pallonji Group, the play went the extra mile to leave audiences in awe. The 100-day North America tour was a resounding success, and for us at Nothing Else Matters (NEM), being part of this journey is a significant milestone that fills us with tremendous excitement.
Challenge – After touring 6 Asian countries, Mughal-E-Azam performed for the first time in North America starting from Atlanta followed by New York, Dallas, New Jersey, Seattle and many more. Our goal was to connect the show with the hearts and minds of the people. The challenge was to connect with the North American audience to raise awareness of the show and boost social media engagement to continue the legacy.
Insight – Some movies always take your breath away leaving a historical mark on you, and Mughal-e-Azam is one of them. The musical highlights the strength of love’s enduring attraction and how it knows no boundaries of space or time. The emotional connection established by this eternal play creates a sense of comfort that allows one to connect with the past and relive those moments. The play goes beyond boundaries, reminding us that great work has the ability to resonate outside of nations for years, leaving an everlasting impact on our hearts and minds.
Idea – Being a unique blend of theater and cinematic storytelling, Mughal-E-Azam offers a fresh and culturally enriching experience that everyone should be aware of. To bring this vision to life it began not just with a show announcement, but with a symphony of curiosity and visual appeal. The idea to perform in Times Square and Niagara Falls was driven by a team that understood the power of making a grand entrance. We launched two campaigns- one targeted our fellow Indians, encouraging them to tag their friends and relatives living in North America and one aimed at capturing the attention of NRIs and people in Asian countries where “Mughal-E-Azam” was set to take the stage. We created compelling promotional videos that bring viewers into the realm of “Mughal-E-Azam.” These videos were more than simply advertisements; they were glimpses of the grandeur and emotions that awaited them. We didn’t stop there, though. We shared actual comments from the audiences, creating a shared experience that connected powerfully with the followers.
Results – The musical received a huge response, which inspired the team to bring their masterpiece to North America. People were thrilled and excited to see the grand prelude in the iconic venues like Times Square and Niagara Falls. The Kathak dancers performing on the streets accomplished a phenomenal achievement that made it to the front page of the Times of India. Not only that, other publication houses like CNN, Aaj Tak, BBC featured it too. This recognition was not just a moment in the spotlight but a testament to the sheer brilliance and dedication that fueled everyone associated with it. Celebrities like tabla maestro Zakir Hussain, Heena Kausar, Aliya, Richa Moorjani, and others praised the production. The musical had such an impact on so many people that mere words were not enough. Taranjit Singh Sandhu, the Indian Ambassador to America, has welcomed the entire team to his home and even tweeted about the show. Some prominent critics such as the man behind the Indian paparazzi Viral Bhayani, Manav Bhayani, Curly Tales, Miss Malini and others shared videos on their respective social media handles. This led to an increase of 8.5k followers with 0.9 million+ views on our social media accounts over the course of three months. We also gathered 19 million+ people during this tour, which is an invaluable milestone for us.There were no empty seats-every show was a houseful. It was a voyage of engagement, excitement, and expectation, for both NEM and Mughal-E-Azam with each digital story serving as a chapter in the narrative of a great theatrical adventure.