How Indian singer Sanju Rathod became the hottest name of the Marathi music scene

As he was already identified in the Marathi scene before joining Believe India, the Artist Services team’s goal was to transition Sanju Rathod from an emerging to an established artist, showcasing his talent through a long term cross-promotional campaign accompanying his releases.

Starting with the release of “Nauvari,” every subsequent release followed a proven strategy, which was reinforced for each song that achieved strong organic success.

On top of editorial placement on streaming platforms for key releases, the strategy focused on social media and short-form videos : “Nauvari” and “Gulabi Sadi” were promoted through influencer video contents, while more than 400 user-generated videos using the song were shared on the artist’s YouTube channel.

On the side, 360° PR campaigns were conducted across Marathi media to promote Sanju Rathod, his releases and achievements.

This large-scale marketing plan quickly proved to be effective : “Nauvari” won the Best Marathing 2024 Award and reached 100 millions YouTube views in 10 months. “Gulabi Sadi” within 3 months, while “Shaky” was the fastest Marathi song to cross 100 million streams.

Even better: within 18 months, Sanju Rathod’s Instagram following surged by 200%, his YouTube channel surpassed 2 million subscribers, allowing him to quadruple his income.