Dharma Production
One of Bollywood's most iconic production houses, behind films like Kuch Kuch Hota Hai, Kabhi Khushi Kabhie Gham, Dostana, and dozens more spanning three decades.
Year
2023
Scope
Graphic Design
Client
Dharma Production
Duration
Retainer
What I did
Designed social media and print creatives on a monthly retainer, film anniversary campaigns, actor birthday posts, nostalgia content, audience engagement posts, and ongoing film promotions across Instagram and digital.
How I worked with the brand
Dharma has one of the most emotionally loaded content libraries in Bollywood. The audience has deep personal connections to these films, people grew up with them. Designing for that meant understanding the nostalgia behind every piece of content before deciding how to frame it visually.
The monthly calendar covered a wide range of content types. Anniversary campaigns for films like Kuch Kuch Hota Hai and Dostana needed to feel celebratory without being generic, the design had to match the emotion the audience already carries for that film. Birthday posts for actors like Parineeti Chopra and Aishwarya Rai Bachchan had to balance brand warmth with personality. Engagement posts, "which Dharma character would be your bestie" style content, needed to feel native to how audiences talk about these films online.
The challenge across all of it was making each post feel like it came from a brand that genuinely loves its own content — not a social media team running through a calendar.
