OBJECTIVE:
Create a physical marketing opportunity for Modern Desi by designing an engaging event that combined entertainment, culture, and commerce.
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 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:
Conceptualized and launched Bollywood Trivia in March 2023 as both a cultural event and a physical retail activation.
Integrated a Modern Desi pop-up shop, featuring 50+ South Asian brands for in-person sales and product showcases.
Curated trivia rounds that incorporated 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 digital channels, community influencers, and partnerships.
SKILLS DEMONSTRATED:
Lead Production • Cross-Functional Collaboration • Brand Strategy • Team Building • UX/UI Research • Digital Marketing • 360° Campaign Development • Event Production
IMPACT & RESULTS:
2,000+ attendees across 18 events in 9 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:
six months
b2c product brand
creative strategy
UX/UI research + design
Digital marketing
Event Curation
