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Sometimes You Just Need A Saucy Perspective To Get The Job Done!

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India Fest widens its reach.

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.

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The Problem

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. 

The Goal

To organize a strategy for reaching a wider audience that included non-Indian segments of the population. 
Indiafest Dance Performance

The Results

Most of our efforts focused on creating higher quality assets that were ultimately more engaging and better at converting the audience we sought to win. Included in the social media assets were 10 post designs & a video with voice-over, created using photos and footage taken by members of the India Association of Memphis.

Sauce designed a digital billboard and consulted on locations for display to maximize exposure. Additionally, Sauce designed a promotional poster that matched the style of the billboard for brand consistency. This poster was distributed to India Association of Memphis members for posting at various community locations.

Team Sauce attended India Fest and captured video and still photos of the event, including mayor Jim Strickland’s presence at the unveiling of the DIYA Forever Stamp. We then created a video press release and submitted it to local news stations the same day as the event.

  • Social Media Campaign
  • Graphic Design – Promo Poster & Digital Billboard
  • Photography
  • Videography
  • Press Release

"Your Passport To India Without Leaving The MidSouth."


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“Sauce Marketing brought a fresh approach to our event marketing. They took the time to understand our challenges and offered up valuable solutions that met our need and our budget.”


Vijay Kalaga
Leadership, India Fest