Daan Utsav started a movement with their “Festival of Giving” and built significant top-of-funnel awareness but they were facing a scalability and consistency plateau. The initiative had grown through a decentralized, volunteer-led model, but the absence of cohesive messaging, identity systems, and participation infrastructure limited its ability to grow in a structured, replicable way.
The leadership team approached us with a strategic mandate:
In essence, Daan Utsav needed to evolve from a loose coalition of goodwill into a repeatable behavioural system without compromising its grassroots ethos.
We viewed this challenge not as one of awareness, but of operational design and behavioural clarity.
At the core was a behavioural insight: giving wasn’t constrained by apathy, it was constrained by ambiguity.
Individuals wanted to participate but didn’t know where to begin. Corporates expressed interest but lacked a structured plug-in. Without a common identity or communication system, fragmented initiatives remained isolated, and participation remained inconsistent.
Our strategy focused on three pillars:
The engagement was executed across five interlinked phases, each building toward a self-sustaining campaign infrastructure.
We built a modular asset ecosystem that enabled any corporate, volunteer group, or institution to activate Daan Utsav with minimal friction.
These tracks collectively functioned as a funnel for lowering the bar to entry while making participation more visible and socially validated.
5X increase in corporate-led activations, from 18 to 96 organizations
3,400+ toolkit downloads from volunteers and corporate teams
11,800+ user-generated hashtag posts under #JoyOfGiving—up 5.6× from previous years
27% of all participants were first-time givers, as self-declared via campaign surveys
