THE HOLI EXPERIENCE

I joined The Holi Experience through Studio DZNS only three weeks before the event. At that stage, the communication felt visually fragmented and did not reflect the significance of the Taj Lands End location or the event’s cause-led positioning.

My brief was to rapidly create one coherent identity and reposition the property from a generic Holi party into a more premium, purposeful and contemporary experience.

I developed a visual system that combined colour clouds, gradients and festive textures with cleaner typography and stronger information hierarchy. The line ‘Play For A Cause’ was treated as a central part of the identity rather than secondary event copy.

The redesigned output included master posters using Taj aerial imagery, lounge-experience visuals, artist announcements, influencer drops, countdown cards, motion promotions, set-list posters and on-ground zone communication.

I kept the colour direction consistent across every asset so that a campaign built within three weeks could still feel deliberate and recognisable.

I planned a rapid rollout from teaser communication to daily countdowns, balancing premium storytelling with urgency. The campaign included more than 20 social drops and three reels using live-action imagery of the Taj location.

The lounge passes received a dedicated push supported by influencer seeding, while partner-ready layouts allowed platforms such as SortMyScene, BookMyShow and District to share the communication without breaking the visual hierarchy.

I also directed the identity across physical touchpoints, including lounge welcome areas, sponsor walls, entry arches, food-and-beverage menus, stage backdrops, wristbands and passes.

My team handled cinematic video and live photography under the creative framework I established. Deliverables included teaser edits, on-day reels, lounge-sponsor highlights, the official aftermovie, guest portraits, brand integrations and same-day preview content.

More than 150 processed photographs were delivered, alongside short-form content designed for immediate post-event use.

The campaign reached more than 220,000 accounts through organic and paid distribution. Lounge passes sold out within 72 hours of the revised campaign launch.

More than 30 content creators reshared the visuals without modification, over 15 partner brands were supported through campaign assets, and the aftermovie and reels crossed 60,000 views within a week. The charity fund’s visibility was reported as more than three times that of previous events.

I led the full design redirection, campaign structure, messaging system, partner communication and direction of the on-ground identity. I also oversaw how the photo, video and aftermovie outputs connected to the redesigned campaign.

The project became an important lesson in decisive creative leadership. With limited time, the priority was not to produce endless options; it was to establish a clear system quickly and apply it consistently.