The Yellow Diary
The Yellow Diary
The Yellow Diary
One of the India's most loved Music Band | Bombay, India
One of the India's most loved Music Band | Bombay, India
One of the India's most loved Music Band | Bombay, India
Jun'25 - Ongoing
Jun'25 - Ongoing
Jun'25 - Ongoing
Project Overview
Project Overview
The Yellow Diary is one of India’s most exciting alt-rock bands - with a loyal fanbase, sold-out gigs, and 80k+ Instagram followers. But when they came to us, their social media was mostly concert highlights and live show promotions.
They had built a community - but didn’t know how to truly engage it.
That’s where we came in: to help them turn passive followers into active fans, deepen audience connection, and use Instagram as a platform for storytelling, not just announcements.
The Yellow Diary is one of India’s most exciting alt-rock bands - with a loyal fanbase, sold-out gigs, and 80k+ Instagram followers. But when they came to us, their social media was mostly concert highlights and live show promotions.
They had built a community - but didn’t know how to truly engage it.
That’s where we came in: to help them turn passive followers into active fans, deepen audience connection, and use Instagram as a platform for storytelling, not just announcements.
The Yellow Diary is one of India’s most exciting alt-rock bands - with a loyal fanbase, sold-out gigs, and 80k+ Instagram followers. But when they came to us, their social media was mostly concert highlights and live show promotions.
They had built a community - but didn’t know how to truly engage it.
That’s where we came in: to help them turn passive followers into active fans, deepen audience connection, and use Instagram as a platform for storytelling, not just announcements.
What We Did?
We developed a content strategy focused on storytelling, consistency, and human connection - bringing their brand closer to the people behind the music.
We developed a content strategy focused on storytelling, consistency, and human connection - bringing their brand closer to the people behind the music.
We developed a content strategy focused on storytelling, consistency, and human connection - bringing their brand closer to the people behind the music.
01
Consulted with the band on a platform-specific strategy - what to post, when, and why - focused on storytelling and fan interaction.
Consulted with the band on a platform-specific strategy - what to post, when, and why - focused on storytelling and fan interaction.
Consulted with the band on a platform-specific strategy - what to post, when, and why - focused on storytelling and fan interaction.
02
Created a series of reels and carousels that spotlighted the individual band members - giving followers a glimpse into who they are off stage.
Created a series of reels and carousels that spotlighted the individual band members - giving followers a glimpse into who they are off stage.
Created a series of reels and carousels that spotlighted the individual band members - giving followers a glimpse into who they are off stage.
03
Helped promote a fan-made music video, including repurposed fan comments, reactions, and BTS content as part of the rollout.
Helped promote a fan-made music video, including repurposed fan comments, reactions, and BTS content as part of the rollout.
Helped promote a fan-made music video, including repurposed fan comments, reactions, and BTS content as part of the rollout.
04
Shifted content from purely promotional to interactive and emotional, encouraging fans to engage, comment, and connect.
Shifted content from purely promotional to interactive and emotional, encouraging fans to engage, comment, and connect.
Shifted content from purely promotional to interactive and emotional, encouraging fans to engage, comment, and connect.
Spicey Results!
206,000 Views
1,800+ Likes
Increased Engagement
Built a Foundation
206,000 Views
Reached over 206,000 views on campaign content - with a single post hitting one of their highest ever engagement levels.
1800+ Likes
Fan-made music video content received 1,800+ likes, one of the most-liked organic posts.
Evolved Scarlett's
Social Presence
Increased comment engagement, shares, and saves, with fans responding to behind-the-scenes content and interactive stories.
Built a Foundation
Built a foundation for ongoing storytelling that can scale across future releases and tours, helping the band build not just reach, but relationship.
234K+ Views
Narrator reel reached 234,000+ views, making it one of Scarlett’s most-viewed and most-shared pieces of content, outside of celebrity content.
Increase in
Likes, Saves & Comments
Saw a spike in shares, saves, and comments, with followers loving the peek behind the curtain.
Evolved Scarlett's
Social Presence
Helped evolve Scarlet’s social presence from just what’s on the table to who’s behind it.
Built a Foundation
Built a foundation for ongoing storytelling that can scale across future releases and tours, helping the band build not just reach, but relationship.
Work
M1 office, Nehru Rd, near Terminal 1, Ext, Vile Parle East, Vile Parle, Mumbai, Maharashtra 400099
Email: trisha@spiceyguava.com