Challenge
I had the unique opportunity to create value on two award-winning festivals, Zambhala and India bike week. Zambhala was a festival where I built the platform from birth to execution. Zambhala - India’s first HIP yoga, lifestyle, and wellness festival, created a venue for wellness and yoga enthusiasts to meet with masters across realms - the best of Indian and international yoga and ideas, speakers, artists, musicians, and experts in various secular spirituality forms. A unique blend of modern and ancient forms of yoga and fitness.
The Festival carried meaning, purpose, and unconfined bliss to a community. I took an event idea and developed the presentation. I worked closely with the CEO to build Zambhala with a mission to become the Glastonbury of yoga festivals in India. I acted like an entrepreneur to build the IP - A festival a platform that 70 EMG could own and generate revenue. I concentrated on delivering ROI and creating a measurement. Although positioned as a secular yoga spirituality festival in the birthplace of yoga, I had to remain true to the essence of spirituality yet curate music performances that would speak to young hip wellness enthusiasts. We needed to grow a digital community, built a campaign, including on-ground execution and television branding. I made sure we are engaging directly with the consumer with the vision.
I focused on creating value, both for the brand and monetarily.
Lead on the project as strategists, creative director, customer experience designer, and entrepreneur was to work with the various stakeholders - CEO, festival director, marketing director, digital agency building the websites, set teams to design the spaces, curate the calendar and content strategy, social media marketing, and full 360 campaigns curate the teachers, practitioners, music bands, create mood boards and videos that would cast the vision.
Results
I got to see over 2,600 people at the very first Zambhala– they were in a state of bliss from start to finish. Eventually we positioned ourselves in a way that we understand our customers, peers, and their customers Zambhala garnered press from all over the nation vogue times of India DNA and was sited at the top 5 yoga and wellness festivals in India. We saw people from across the world join hands to breathe in happiness. We saw unadulterated joy! The Festival celebrated different schools of yoga, healing, meditation, music, and realization across the two days. Bringing acclaimed practitioners to meet with enthusiasts worldwide, the Festival became a space for people to learn, heal, and share.
