Kesari

Kesari is a historical war drama inspired by the Battle of Saragarhi, telling the story of 21 Sikhs against 10,000 invaders in one of the bravest battles ever fought. Releasing during Holi 2019, the overseas campaign combined the film's themes of sacrifice, courage and bravery with festive community celebrations through integrated marketing, experiential activations, localised media planning and community engagement across USA, Canada, UK, UAE, Singapore and Australia.

Position Kesari as a landmark historical war film across overseas markets, communicate the inspiring Saragarhi story, leverage the Holi release window through culturally relevant community activations, build awareness through Gurudwara partnerships and high-footfall Holi events, and execute a unified campaign across six territories within tight timelines.

• Developed the overseas experiential marketing strategy
• Planned Gurudwara partnerships and Holi festival activations across international markets
• Shortlisted high-footfall Holi events with regional distribution teams
• Coordinated merchandise production, vendor negotiations, quality assurance and international dispatch
• Planned territory-wise logistics for timely delivery of merchandise and promotional collateral
• Developed localised celebrity video bytes, radio bytes and promotional assets
• Led cross-functional coordination across Marketing, Creative, Sales, PR, Distribution, Production, agencies, exhibitors, broadcasters, radio partners, regional teams and talent managers

• Pre-launch: position the film around the story of 21 Sikhs against 10,000 invaders
• Pre-launch: build anticipation around sacrifice, courage and bravery
• Plan experiential activations aligned with the Holi 2019 release window
• Launch localised promotional content and community outreach initiatives across six markets
• Sustain visibility through Gurudwara partnerships and exhibitor-led promotions

• Executed Gurudwara partnerships across USA, Canada, UK, UAE, Singapore and Australia
• Collaborated with regional distribution teams to identify priority community events
• Managed vendor negotiations, merchandise production, quality assurance and international logistics
• Coordinated territory-wise dispatch of Kesari T-shirts, flyers, standees, posters and collateral by time zone and campaign timeline
• Developed localised promotional assets, celebrity video bytes and radio integrations
• Ensured timely delivery and seamless execution across all markets ahead of the Holi release weekend

Integrated international theatrical campaign across Paid, Owned, Earned and Experiential channels

The Kesari international campaign combined large-scale media buying, community activations, experiential marketing, publicity and premium creative assets to maximize awareness and box office performance across key overseas markets during the Holi release window.

Kesari Celebrity Promotional Byte

As part of the international theatrical marketing campaign for Kesari, celebrity promotional bytes were created to build anticipation, reinforce campaign messaging, and connect with audiences across television, radio, digital and social media. These assets complemented the broader experiential and media strategy, extending campaign reach across domestic and international markets.

Successfully executed integrated experiential marketing campaigns across the USA, Canada, UK, UAE, Singapore and Australia by leveraging the Holi release window through community partnerships, while supporting a film that grossed CAD 30.40M (207.09 Cr) worldwide, including CAD 26.77M in India and CAD 3.64M overseas against a CAD 11.75M production budget.

• Community partnerships create authentic reach that paid media alone cannot buy
• Festival timing turns a release window into a cultural moment
• Merchandise logistics across six time zones demand disciplined planning and vendor management
• Localised celebrity and radio content deepens relevance in every territory