Rann Utsav-The Tent City

About the Brand

Rann Utsav is Gujarat’s most iconic tourism initiative, built seasonally in the white salt desert of Dhordo, Kutch. From luxury tents to curated cultural experiences, it offers travellers a deeply immersive celebration of art, craft, cuisine, and nature. But it wasn’t always this way. When it began as Sharad Utsav in 2007, the festival had potential but lacked the clarity and outreach to match its vision. Without a distinct identity or structured communication, it struggled to find its place on the tourism map. That’s where Team Trizone came in, with the opportunity to not just brand a festival, but to build a destination.

The Trizone Touch

Our goal from the start was to transform Rann Utsav from a regional fair into a destination brand with national and global appeal. We began by defining a clear identity, one that celebrated the cultural richness of Kutch while feeling aspirational and relevant to today’s traveller. From there, we built a unified visual language, seasonal campaign narratives, and multi-platform presence that could grow with each edition. Every touchpoint, from outdoor media to digital content, was carefully crafted to evoke curiosity, reflect authenticity, and inspire people to experience the White Rann for themselves.

What We Brought to Life

We redesigned the brand identity and built a system that could evolve with every season, vibrant yet consistent, rooted yet contemporary. The identity captured the vibrancy of Kutch while reflecting the scale of the event.

Rann Ke Rang brought forward the colours and contrasts of region, each campaign theme was rooted in the sensory richness of Kutch.

Campaigns Across Seasons

Rann Ke Rang brought forward the colours and contrasts of the region, each campaign theme was rooted in the sensory richness of Kutch.

Rann Ki Kahaniyan was positioned once the destination was established and well-known to travellers. Through the campaign, we asked guests to etch their beautiful stories on the White Desert. We positioned ourselves around an audience who love to capture moments and tell wonderful stories of their travelling experience.

To address the infamous pandemic problem, our team decided to take things a notch higher and go deeper at the heart of what makes Rann Utsav a memorable experience. This campaign somewhere redefined the way forward for the entire project. We focused not only on the experiences offered at Rann Utsav but also on those people who make it possible. We designed this campaign around the locals of Kutch, keeping them at the centre of our communication. And calling it ‘Acho Kutch’, meaning “Welcome to Kutch”, giving a warm, welcoming touch.

Most recently, we positioned Rann Utsav, especially the White Desert of Kutch, as ‘The Moonland of Gujarat’, aligning the surreal white desert with celestial beauty and wanderlust.

To address the infamous pandemic problem, our team decided to take things a notch higher and go deeper at the heart of what makes Rann Utsav a memorable experience. This campaign somewhere redefined the way forward for the entire project. We focused not only on the experiences offered at Rann Utsav but also on those people who make it possible. We designed this campaign around the locals of Kutch, keeping them at the centre of our communication. And calling it ‘Acho Kutch’, meaning “Welcome to Kutch”, giving a warm, welcoming touch.

Branded Merchandise

We designed a range of campaign-aligned merchandise including t-shirts, caps, mugs, bags, and welcome kits, each piece reflecting the festival’s identity and storytelling. More than souvenirs, these items were crafted to carry the colour, pride, and personality of Rann Utsav into people’s everyday lives.

Social Media Management

Our team also managed the social media presence across platforms, crafting timely, culturally rooted, and visually engaging content that maintained momentum throughout the season. We also ran digital campaigns to boost reach, engagement, and conversions.

Website and Digital Presence

We developed a clean, intuitive, and experience-led website that served as both a booking platform and a window into the destination. The content and design were tailored to balance storytelling with functionality, optimised for both domestic and international audiences.

Curated the On-Ground Experience

Beyond campaigns and communication, our creative involvement extended into the very soul of the festival – the Tent City itself. From event décor to guest engagement zones, each year we curated an experience that translated the brand’s campaign language into tangible, immersive moments. Every touchpoint was thoughtfully designed to reflect the cultural richness of Kutch while enhancing guest comfort and delight. The colours, interiors, motifs, and messaging weren’t just aesthetic choices, they became part of how guests felt, remembered, and retold their White Desert journey.