A one-stop solution from ideation to execution, Mirchi, India’s no.1 city-centric music and entertainment company, activated a one-of-a-kind country-wide campaign for 100 Pipers - 100 Gigs Play for a Cause, which now enters the Limca Book of Records. With 108 gigs hosted at 108 different locations across 27 cities, the brand curated the largest musical movement in India. Conceptualized by Wavemaker and executed by Mirchi, the campaign was aimed at creating awareness around social and environmental issues pertaining to each of the 27 cities.

100 Pipers wanted to highlight the need to stop air pollution in Delhi and Gurgaon, attaining gender equality in Jaipur, and driving attention towards the significance of saving water in Chandigarh, Mohali and Ludhiana, and several such city-specific concerns. Thus, Mirchi along with the advertising and marketing agency Wavemaker, brought together some of India’s most popular bands like Parikrama, The Local Train, Agnee and Goshai Gang, among others, on-board to perform simultaneously across 27 cities. Through Mirchi’s strong hyperlocal radio and social media network, the campaign generated awareness around the pertinent issues faced by the cities with each gig.

The campaign addressed 15 different social causes, witnessed over 50,000 attendees across the country, and garnered over 40 Million impressions on social media. 

In 2019, 100 Pipers aimed to build awareness for multiple social and environmental causes across cities. The 100 Pipers’ ‘Play for a Cause’ had brought together, on a single day, 107 celebrated musicians and bands across 27 cities to generate awareness about 15 adopted causes like Pollution Control, Save the Hills, Celebrate & Revive Dying Arts of India, Save the Oceans, Environment Protection, Meals for underprivileged, Single Use Plastic Ban, Earthquake & Flood Relief, Rain Water harvesting to name a few.  The entire country resonated with the sound of goodness with over 100 gigs in a one single day, bringing alive our proposition ‘Be Remembered for Good’.

Mirchi amplified the campaign by leveraging multiple formats like on-air platforms, RJ networks as well as digital assets to make this campaign a success.