How United Way of Baroda Turned Navratri Into a 59 Million Moment on Instagram
The Challenge: Set a new benchmark
Navratri in Baroda is not just an event. It is the city’s biggest cultural moment — nine nights of garba, devotion, colour, and community. United Way of Baroda’s Navratri is one of the most anticipated celebrations in the region, and the social media campaign had to match that scale.
We have managed UWB’s social media for years. The brief was to beat last year’s numbers. Set a new benchmark, making United Way of Baroda’s Navratri the most talked-about garba online.
Our Stellar Strategy
The strategy was built around one belief: Navratri is not just nine nights of garba. It is weeks of energy, emotion, and community — and all of it is content.
1. The Human Moments: Beyond garba, unscripted, real moments from the ground. A child playing, a volunteer laughing. Content that built community and loyalty among existing followers.
2. Insider Updates: A vlog-led series with real-time ground updates on what was happening, team efforts, and behind-the-scenes. Trust through transparency, every single day.
3. The Festival Spectacle: High-energy reels built for mass reach and non-follower discovery. The colour, the garba, and the energy of UWB, packaged to travel far beyond existing followers.
Our Secret Sauce (Approach)
Human Moments & Testimonials
Real voices from the ground, attendees sharing their Navratri experience in their own words. These testimonial-style reels connect existing followers to the community beyond the highlights.
Mini Vlog Series: Daily insider vlog with hook, behind-the-scenes, team moments, and ground reality, keeping the audience inside the story every day. This format built the habitual daily engagement that sustained reach throughout the campaign.
Interactive Content
Content that made audiences talk back. Posts asking people to share their unspoken garba rules, memories, and experiences generated strong two-way engagement. One interactive post alone reached 383K with 4,078 likes, 597 shares, and 60% non-follower reach.
Trendy & Spectacle Reels: High-energy festival reels the garba, the culture, the performers, the crowd — packaged with trending audio and formats to maximise non-follower discovery. These were the primary reach drivers, consistently pulling audiences who had never seen UWB before.
The Impact
The Number That Says Everything
That is not an algorithm doing the work. That is people, moved by what they saw, choosing to put it in front of someone else. Organic amplification that no paid campaign can manufacture.
Multiple reels also recorded 100% conversion rate from profile visits to follows — every person who landed on the profile during those reels became a follower.
The Takeaway
Three pillars. One unified result. A new Benchmark set. That is how you make a city’s Navratri feel like the whole country’s celebration.
