2025 — Campaign
City of Words
Lit Fest India · Integrated · OOH · Social
Turning a literature festival into a city-wide obsession — OOH, social and guerrilla moments that made reading feel rebellious.
01The challenge
Lit festivals skew niche and grey. The brief: make it feel like a concert, not a conference.
02The approach
We treated authors like headliners — bold typographic OOH quoting their sharpest lines, pop-up 'reading rooms' in metros and malls, and a social format that let the internet argue about books again.
03The outcome
Record attendance — 40% of attendees were first-timers, and the campaign's quote posters became collectibles.