CLIENT: Modern Desi, an experiential brand creating South Asian–focused community events.
OBJECTIVE: Design a singles event that breaks away from traditional mixer and speed-dating models, offering a fresh, engaging, and culturally resonant alternative.
MARKET RESEARCH
Identified three major South Asian brands currently running singles events.
Found all relied on a mixer/speed-dating format, leaving attendees disengaged or fatigued.
Discovered a growing demand for genuine, in-person connections as dating apps lose traction.
Recognized that no one in the space was innovating on event formats or addressing the root challenges within the South Asian dating environment.
STRATEGY & EXECUTION: Developed a Game Night concept intentionally designed to spark authentic conversations through structured rounds that addressed key challenges in modern dating culture, while aligning with themes of connection, communication, and self-awareness.
Comfort for all personality types – board and card games in groups to ease participants in.
Dating as an investment – a game show format that pitted male vs. female volunteers to reveal and discuss contrasting mindsets around expectations, effort, and value in dating.
Communication Skills – a ‘Hot Takes’ activity where groups debate quirky to serious topics encouraging active listening, expressing perspectives, and engaging in meaningful dialogue to reveal compatibility and differences in communication styles.
Self-Awareness – a Quadrants game designed to help participants reflect on personal values, red and green flags, and differences in worldview.
ENGAGEMENT:
Designed strategic yet randomized movement systems to ensure participants met the widest range of people.
Prioritized creating a safe and welcoming environment for introverts and extroverts alike.
RESULTS:
2000+ attendees across 8 events to date.
Boosted game sales by 13% through in-event integration.
Built 5 regional teams in partnership with venues across 5 cities.
Directly led to at least 20+ known romantic connections, validating the event’s purpose.
SKILLS IMPLEMENTED: Creative strategy | Experience design | A/B testing | Team building | UX/UI research | Cross-functional collaboration | Event production | Project management
MEDIA:
six months
b2c product brand
creative strategy
Experiential Designer
Cultural Innovator
