Diljit Dosanjh AURA Tour lndian Community Amplification

TEG Live brought global Punjabi superstar Diljit Dosanjh and his trailblazing AURA Tour to Australia and New Zealand, marking a historic moment as the first-ever Indian artist to headline major stadiums in Australia, including Sydney’s CommBank Stadium and Melbourne’s AAMI Park.

To celebrate this milestone and drive ticket sales, TEG Live worked with CulturalPulse to reach and engage Indian and Punjabi communities across Australia.

The Approach

CulturalPulse delivered a multicultural media amplification campaign to promote the AURA Tour to Indian and South Asian audiences, celebrating pride and belonging while maximising campaign reach and ticket sales.

• Distributed campaign content across the CulturalPulse Media Amplification Network, reaching Indian, Punjabi and South Asian audiences through community media outlets, social channels, community websites, and trusted cultural influencers.
• This multi-channel approach combined digital, social, print, and community touchpoints, ensuring the campaign resonated deeply with diaspora audiences across Sydney, Melbourne, Brisbane, Adelaide, and Perth.

The Outcome

The campaign delivered reach and community engagement that translated into sold-out stadiums and exceptional ticket sales performance:

• 944,000+ impressions delivered into target Indian and Punjabi communities nationwide.
• 492,000+ reach through the CulturalPulse Media Network.
• 25,000+ clicks to the Ticketek ticketing page.
• 5 Australian cities reached with multiple venues sold out and above target.
• Featured in multicultural media including Indian Link, Punjab Express, G’day India, The Indian Sun, Desi Australia, and Indo Times.
• Coverage and content placement at major community events such as the Brisbane Diwali Festival, attended by over 10,000 people.
• Post-concert coverage through multicultural media and community platforms including Punjab Express, Indian Link, and Friends World TV.