ChaaipaniChaaipani

Selected work

Campaigns that moved people, press and public memory.

From the chariots at Puri to garba grounds in Ahmedabad, and creator campaigns that touched 60M+ views, a sample of what brave briefs look like once we get our hands on them.

Brand integrations at India's most sacred procession.
Case Study

Jagannath Puri Rath Yatra · 2025

Brand integrations at India's most sacred procession.

Social & Brand Integration Partner

When the Puri Administration appointed Chaaipani as the social & brand integration partner for Jagannath Puri Rath Yatra 2025, the brief was clear: enhance the Yatra for 1.5 crore+ devotees while preserving its spiritual essence. We led sponsor onboarding, on-ground brand experiences and category-clean activations across Tier 2 and Tier 3 India, delivering 100M+ digital impressions for 50+ partner brands.

Deliverables

  • Sponsor onboarding
  • On-ground activations
  • Branding & wayfinding
  • Press & narrative

Outcome

100M+

digital impressions

Collaborate for Jagannath Puri Rath Yatra 2026→
Brand integration & PR at India's biggest Dahi Handi.
Case Study

Ghatkopar Dahi Handi · Mumbai

Brand integration & PR at India's biggest Dahi Handi.

Brand Integration & PR Partner

One of India's most visible Dahi Handi celebrations, hosted by Ram Kadam in Ghatkopar, Mumbai, with large on-ground attendance, celebrity presence and national media coverage. Chaaipani led brand integrations and PR for the event, building category-clean partnerships, on-ground brand experiences and a press narrative that travelled nationally.

Deliverables

  • Brand integrations
  • On-ground activations
  • PR & press
  • Social rollout

Outcome

  • 50,000+attendees
  • 12M+earned media views
  • 80+celebrities on stage
Collaborate for Dahi Handi 2026→
60M+ views. ~2.8M engagements.
Case Study

Delhivery · Creator Campaign

60M+ views. ~2.8M engagements.

Creator Activation

We activated Chaaipani's network of content creators for Delhivery, pairing the brand with regional storytellers, vloggers and culture creators. The campaign generated 60M+ views and approximately 2.8M engagements across formats and geographies.

Deliverables

  • Creator strategy
  • Brief & content design
  • Production support
  • Distribution & reporting

Outcome

60M+

views

My Kota — Happiness City.
Case Study

Allen Career Institute · Kota

My Kota — Happiness City.

Ideation · Execution · Celebrity Management · PR

We conceptualised and executed 'My Kota — Happiness City' with Allen Career Institute, an initiative to reframe Kota from just the Coaching Capital of India into a city that actively cares for student well-being. Anchored around the launch of the 'Happiness Card' and Allen Sanishtha (Allen's emotional wellness arm), the event brought Bollywood star Govinda on stage for a message of stress relief and motivation, attended by 10,000 students in Kota. Chaaipani led the ideation, on-ground execution, celebrity management and post-event PR rollout.

Deliverables

  • Concept & ideation
  • On-ground execution
  • Celebrity management
  • Post-event PR

Outcome

10,000

students in attendance

Own Your Tomorrow.
Case Study

Limca · Coca-Cola India

Own Your Tomorrow.

Narrative Build · Kitli Conversations

12 Limca Book of Records holders. One Chaaipani 'Kitli Conversations' table. We rolled the campaign out online and offline, raw, un-curated, personal stories meant to nudge millions out of their comfort zone.

Deliverables

  • Format design
  • Talent curation
  • Production
  • Social rollout

Outcome

5,000+

physical attendees

Rath Yatra 2025 · Brand Integrations

Varied Segments. One Festival. One Emotion.

Each integration was custom-built, service-first, category-clean and designed to make a devotee's day easier. Coverage in BestMediaInfo, Adgully, Social Samosa, exchange4media, afaqs! and more.

On-ground · Refreshment

Campa

Police Seva Kendras, covered shaded zones at Puri beach, water and beverage stalls, pole branding and grand arch gates, the most visible refreshment partner across the yatra route.

Logistics · Devotion

Swiggy

Partnered with local entities to deliver authentic prasad to homes across India. Instamart featured special festive, fasting and cooking essentials throughout the yatra.

On-ground · Hydration

Coca-Cola

Cooler walls, mobile carts and chilled-drink stations placed at key yatra points, turning hydration into authentic brand engagement during one of India's largest spiritual gatherings.

Tech · Cultural

ITC Aashirvaad

'Bhakti Pathe', an AI-powered darshan with gamification and holographic visuals. Aashirvaad Salt activated nukkad nataks with local artists.

Product · Comfort

Sunfeast Marie Light

ITC's Sunfeast distributed sandalwood-and-menthol infused 'Surjya Vardaan' cooling caps, offering relief from peak summer heat to lakhs of devotees on the chariot route.

Service · CSR

Cipla Omnigel

'Rahat Seva Kendra' on Puri Beach, free post-walk massages for tired pilgrims. Service-led brand storytelling that earned national press and devotee gratitude.

Infrastructure

Polycab

Mobile charging stations, beachfront watchtowers, 'Cool Zones' near Shree Gundicha temple and upgraded police booths. Value-led visibility across the festival footprint.

Content · Social

Pulse Candy

DS Group's Pulse Candy launched 'The Pulse of India', a Rath Yatra mythology AI film series and social storytelling rollout for a national digital audience.

Logistics · Devotion

Delhivery

Shipped sacred Mahaprasad directly from Puri to devotees' homes across India. Set up kiosks at the festival so devotees unable to attend in person could still receive blessings.

Seva · CSR

Reliance Foundation

Anna Seva meals, 4,000+ volunteers for crowd management, 1.5 lakh hand-fans and 100+ police aid posts, supporting a comfortable, safe 13-day festival in collaboration with local authorities.

Experiential · Tech

Fortune Foods

A 40-foot 'Fortune Zone' on Puri's Grand Road, VR/MR experiences, live cooking demos and a virtual #BhogYatra contest. An immersive multi-sensory celebration of Rath Yatra.

Sustainability · CSR

Bisleri

'Bottles for Change' drove plastic circularity at Puri Rath Yatra 2025, mobilising devotees and volunteers to recycle used bottles and spread awareness about responsible plastic use.

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