India Fest is an annual celebration of Indian culture put on by the India Association of Memphis for the entire community to experience Indian cultures & traditions. In its 14th year (2016), the organizers of this festival engaged Sauce in the task of attracting new attendees with a special emphasis on educating and attracting a non-Indian audience. They reached out to our team because in the previous 13 years, they intended the festival to be an event where all cultures could come together to celebrate Indian culture, but their marketing efforts were mostly attracting their fellow Memphis-area Indians.
IndiaFest was started to enable people outside the Indian Community to experience and learn about Indian Culture. Unfortunately, in spite of this purpose, IndiaFest wasn't reaching or attracting its intended audience.