OBJECTIVE:
Create an experiential marketing opportunity for Modern Desi.
MARKET RESEARCH & INSIGHTS:
South Asian focused events in the U.S. are typically religious or holiday-oriented, with limited options for casual, social experiences.
Major metros like NYC and Chicago host Bollywood club nights and mixers, but no one was offering Bollywood Trivia nights or intimate cultural gatherings (100 guests or less).
Bollywood films are a core cultural touchpoint, making trivia a natural entry point for audience connection.
EXECUTION HIGHLIGHTS:
Integrated a Modern Desi pop-up shop, featuring 50+ South Asian brands for in-person sales and product showcases.
Curated trivia rounds that incorporated Bolly Junkie and Filmitrivia questions and adding singing and dancing elements, mirroring Bollywood’s energy and appeal.
Activated 13 Modern Desi partner brands within the trivia program, strengthening cross-brand exposure.
Scaled nationally: produced 18 events across 9 U.S. cities within the first year.
CHALLENGES & SOLUTIONS:
Team Building Across Cities: Established local production teams including MCs/hosts, volunteers, and venue partners.
Market Entry: Executed city-specific marketing campaigns, leveraging social channels, community influencers, and partnerships.
SKILLS DEMONSTRATED:
Cross-Functional Collaboration • Creative Thinking • Brand Strategy • Team Building • End to end event curation and production
IMPACT & RESULTS:
1600+ attendees across 30+ events in 12 cities.
Averaged a 26% increase in online sales from each city following event activations.
Built and managed a team of 50+ members nationwide, including talent, staff, and volunteers.
Secured partnerships with 19 venues, strengthening Modern Desi’s brand visibility and reach.
MEDIA:
march 2023 to present
Concept
production
national replication
creative strategy
Experiential Marketing
Event production
