The Gujarati word ‘utsav’ means celebration, which was a perfect fit for this non-profit endeavour whose aim is to empower women and provide them a platform to showcase their talent. The playful bilingual identity with the local script as the hero was created as a message of inclusion. This was important for the organisation to cut through the sections of society and reach small NGOs and housewives, for whom English was unfamiliar.

The contemporary treatment for the communication and merchandise was done as an invitation to the urban youth - to engage with their mother tongue, in a visual style that feels more relevant in their landscape.