Mumbai: Lava International Limited successfully wrapped up the Holi edition of its #MyBharatWithLAVA campaign, a six-day celebration from March 12 to March 18, 2025, that paid tribute to India’s rich cultural heritage and diverse Holi traditions.
By engaging with over 500K+ social natives, the campaign sparked 35K engagements and amassed 470K video views across platforms, striking an emotional chord with audiences nationwide. Instead of focusing solely on colors, #MyBharatWithLAVA showcased the regional uniqueness of Holi, celebrating the distinct ways the festival is observed across different parts of India.
One Country. One Festival. Many Colors.
The campaign collaborated with six regional influencers who highlighted hyperlocal Holi traditions, such as:
The spiritual intensity of Varanasi Holi
The symbolic Lathmaar Holi of Mathura-Vrindavan
The ethereal Pushkar celebrations
The nostalgic Rolls Royce Holi of Kolkata
The cozy charm of Sangla in Himachal
The ceremonial Holika Dahan in Jaipur
With a strong digital push, #MyBharatWithLAVA reached over 513K digital natives, making it one of Lava’s most impactful cultural storytelling campaigns. The campaign also saw high engagement with a viral dance challenge, where audiences recreated the campaign’s hook step, adding to the momentum of the initiative.
At the heart of the campaign was a high-energy music video, conceptualized and executed by Social Panga, featuring all six influencers. The video blended regional Holi celebrations into a unified, vibrant narrative, set to a catchy exclusive Holi anthem that resonated with audiences nationwide. Released ahead of Holi, the song and hook step challenge encouraged audiences to share their #MyBharatWithLAVA moments, driving massive engagement.
Reflecting on the campaign’s success, Puravansh Maitreya, Head of Marketing, Lava International Limited, said, “With the Holi edition of #MyBharatWithLAVA, we wanted to showcase the many hues of India’s culture, rooted in local tradition but resonating with national pride. The response we received was heartening. Each story, each celebration, each video revealed the emotional depth and cultural richness of Holi across India. It was a celebration not just of color, but of connection.”
Adding to this, Gaurav Arora, Co-founder of Social Panga, the creative agency behind the campaign, shared, “The idea behind #MyBharatWithLava was to create a campaign that felt as real and vibrant as India itself. The engagement we saw is proof that when a brand tells genuine stories, it creates connections that go beyond just a campaign—it builds a community.”
Popular digital creators including Udit, Lavish, Bipradev, Yashvi, Karan, and Shivani led the campaign, crafting immersive video content that blended storytelling with authentic regional expressions of Holi. Additionally, Lava smartphone giveaways added further buzz, encouraging participation from audiences across India.
The #MyBharatWithLAVA Holi Edition seamlessly continued Lava’s commitment to celebrating India’s unity in diversity, this time through the lens of Holi. By documenting local traditions, flavors, and voices, the campaign not only strengthened brand affinity but also added a meaningful, cultural depth to Lava’s ongoing digital storytelling initiatives.
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