Brands
AlphaTheta appoints Team Pumpkin to strengthen its digital presence in India
Partnership aims to turn up engagement with the country’s growing DJ community
MUMBAI: AlphaTheta is turning up the volume on its digital ambitions in India, appointing Team Pumpkin as its social media agency in the country.
The partnership will see Team Pumpkin develop and execute AlphaTheta’s social media strategy, with a focus on strengthening the brand’s digital presence and building deeper connections with India’s growing community of DJs, music creators and electronic music enthusiasts.
AlphaTheta, formerly known as Pioneer DJ, is a global player in DJ equipment, music production and professional audio technology. Its portfolio includes DJ controllers, players, mixers, software, headphones, speakers and other tools used by professional and aspiring artists.
In India, the company is looking to build on the rapid growth of the DJ and electronic music ecosystem. The new mandate puts social media at the heart of that effort, with Team Pumpkin taking charge of content creation, community engagement and always-on digital communication across platforms.
The agency’s brief will also include sharpening product storytelling and creating content that feels relevant to India’s music culture. The broader aim is to strengthen brand affinity and position AlphaTheta as a preferred choice among both aspiring and professional DJs.
“India’s music culture is evolving at an incredible pace, with DJs, producers and creators shaping a vibrant new generation of talent,” said Alphatec Audio Video Private Limited head of marketing Schelicia Caszo. “We wanted a digital partner who understands both culture and community.”
She added that the partnership would focus on building meaningful conversations with audiences and strengthening AlphaTheta’s digital footprint across India.
Alphatec Audio Video Private Limited managing director Devasis Barkataki said the collaboration would help the company build stronger digital connections with music professionals and enthusiasts while expanding the reach of its brands across the country.
For Team Pumpkin, the account brings an opportunity to combine its digital and content capabilities with a brand that has a long-standing connection with music performance.
“AlphaTheta represents innovation, creativity and the future of music performance,” said Team Pumpkin co-founder Swati Nathani. “Our focus will be on creating culturally relevant content, building deeper engagement with creators and delivering a social-first strategy that resonates with India’s dynamic music ecosystem.”
Founded in 2012, Team Pumpkin works across creative, influencer marketing, content and performance-led campaigns for brands spanning technology, lifestyle, retail, FMCG, BFSI and consumer sectors. The agency has offices across India and an international presence.
AlphaTheta, meanwhile, continues to build on the legacy of its Pioneer DJ portfolio while expanding its wider focus on music creation and professional audio. With India’s electronic music and creator communities growing, the company’s latest digital push is aimed at making sure its conversation with the market keeps pace with the beat.
