Alchemist launches Alchemist LIVE for curating event IPs, appoints Prabhu Tony as COO

Manish Porwal led Alchemist group today announced the launch of Alchemist LIVE, which will focus on creating IPs and live content in the space of entertainment. Alchemist further announced the appointment of Prabhu Tony to lead the new vertical, a dual responsibility along with continuing to be the Head of Alchemist Delhi.


The new vertical will produce live entertainment events in India with a focus on creating niche platforms with high audience engagement. Alchemist LIVE will fill the obvious gap of such ticketed shows in the country, providing audiences with an opportunity to immerse in various genres of performing arts. The first production of Alchemist LIVE was Delhi Theatre Festival last month, which has become the biggest intellectual property for NCR in the genre of theatre, attracting a mega audience of more than 12,000 from various parts of the country.

Alchemist Live managed to get artists like Pankaj Kapur, Paresh Rawal, Naseeruddin Shah, Ratna Pathak Shah, Rakesh Bedi, Ananth Mahadevan and others on the same platform and was able to garner support from brands like American Express, Vistara Airlines, Hindustan Times and Fever FM for Season 2 of DTF. What started with 3 plays at one venue in Delhi last year, has exponentially grown to 5 plays and 8 shows across 2 venues.

Further catering to the theatre audience in Delhi, Alchemist LIVE is all set to launch ‘Spotlight by DTF’. Beginning this May with ‘Broken Images’ starring Shabana Azmi, Spotlight will be a bi-monthly affair that will get the best of theatre to the audience of Delhi.

“Over the past few years, Alchemist has enjoyed creating successful and diverse IPs, some that are stand-alone, and others that are advertiser-funded, picking up a few awards along the way.  Now, we are at a place where we wish to bring multi-genre productions to the Indian audience, who we believe are actively seeking novel entertainment experiences. Hence, Alchemist LIVE, comprises of a young and kick-ass team, passionate about creating original content and producing live events.   Watch out for another large innovative integrated property from us soon, this time in partnership with a top and edgy news channel.” says Manish Porwal, MD, Alchemist Marketing Solutions.

So, what about monetising these properties?

Prabhu Tony, COO, Alchemist LIVE answers, “The audience is genuinely interested in watching good content.  And marketeers are smart enough to know that mere logos don’t lead to brand mileage. Alchemist LIVE creates captivating content and strong platforms which allows advertisers to communicate with their audience in a non-intrusive non-contrived atmosphere, thus creating a win-win for audiences and advertisers alike. At Alchemist, we have run this model successfully, and have found like-minded brands who are seeking real engagement. DTF opened with a bang in Delhi, and now we’re rearing to go into Mumbai, Bangalore & Chennai soon.”

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