Alhamra

On
Wheels
Project Rationale
“Alhamra on wheels” is a project which focuses on promoting art and culture by targeting
audience outside premises of Alhamra complex. This report contains an argument of what
“Alhamra on wheels” aims to achieve. The idea behind this is to promote creative theatre for
awareness and entertainment of general public and to show them the real meaning of theatre and
artistic plays by targeting audience at educational institutions which host arts and dramatic
societies and different areas of Lahore with large gatherings. This proposal will discuss the
objectives, working and outcomes of this project. Public engagement with Media strategy and
the resources and capital required for the completion of this project will also be viewed.

Objectives
1. To deliver arts and culture programs using local assets for public consumption, which in
turn assists our objective of ensuring a comprehensive cultural program throughout the
city, Supporting cultural arts and economic growth.
2. To engage, challenge, and inspire students and general public to approach the study of art
and culture and encourage creativity and awareness among them.

3. To promote Art and Culture by staging creative dramas and plays written by the gems of
our country and by reviving this dying art.
4. To target maximum number of audience by enhancing the reach of our events by
performing entertaining and informative plays at different places.

Deliverables
 “Alhamra on Wheels” will focus on performing plays and Dramas in different institutions
and on the streets of Lahore by specifically naming it street theatre. One Drama Production will
be staged for three months in different institutes and areas. Each Production will host 10 to 15
shows depending on the nature and the duration of the play. Four Productions will be made in a
year. The rising and prominent issues of the society will be covered to create awareness among
the people i.e. Jahez, Harassment, child abuse and other matters that are disturbing our society.

Public Engagement
Dramas based on awareness and information will be produced to gain the attention
of the audience. Fully entertaining and family theatre will be emphasized to target the
masses. Crowded areas will be in focus for Street Theatre and well recognized
educational institutions hosting dramatic clubs and Theatrical societies will be
considered. All works of life would be given equal opportunity to participate. Particularly
general masses who have less chances of availability of positive entertainment.

Promotion of Art & Culture

Theatre and creative dramas are a very important part of a society. Basic aim of
the project is promotion of Art & Culture through meaningful message regarding social
and moral values.

Digital Media Strategy

Although all events would be arranged at a specific area for limited audience but to
attract unlimited viewers digital media strategy would be adopted and social media would be
engaged. Dramas would be properly advertised and promoted on social media channels to gain
maximum audience and paid campaigns will be considered to take the reach to maximum level.
Facebook, Instagram, Twitter will be used for social media promotion.

Budget Resources Requirement

The estimated cost for the successful completion of this project is as follows:
All amounts are Tax exclusive.

Reoccurring Costs
One Production =Rs500,000
Artists Fee per Show =Rs100, 000
If 50 Shows per Year
Production
50 x 500,000 =Rs25, 000, 000
Artists Fee per Show
50 x 100,000 =5.000, 000
Total
25, 000, 000 + 5, 000, 000 = Rs30, 000,000

One Time Costs

One AC Coaster for Mobility of Artists = Rs5,000,000
One Mazda Truck for Transportation = Rs4,000,000
Stage Set etc. = Rs400,000
Lighting =Rs800,000
Sound =Rs800,000

Total
=Rs11,000,000

Total Cost
30,000,000 + 11,000,000 = Rs41, 000,000