SoulFest - Pakistan's biggest food and music festival

Summary:

My most extensive project till date - helping organize the biggest food and music festival of Pakistan. What started as an idea in a meeting room with the CEO went on to become what is now one of the most anticipated events in the country. Featuring over 100 food vendors and a line-up of the country's most beloved music artists, it is an event where I got to play a critical role from throwing an idea to helping making it a reality.
An entire 360 campaign was planned and executed around this event, delving from on-ground activations of various partnered brands to billboards and digital platforms, and I also successfully secured Nestle's sponsorship as our exclusive hot beverage partner for the event.
"Food and music is at the heart of the Pakistani people", is where I initiated my pitch. And this has now become a brand name in itself that people love and enjoy with family and friends.