PartySmart, a hangover prevention brand from Himalaya Wellness Company, has launched a Holi-themed on-ground campaign titled ‘Holi Zombies’ across key locations in Delhi and Mumbai.
The activation was rolled out across 12 high-footfall areas in the two cities. In Delhi, the campaign was held at Galleria Market, Connaught Place and Vasant Kunj. In Mumbai, it took place at Marine Drive, Kamala Mills and Bandstand.
The campaign featured actors dressed in Holi-stained outfits portraying “Holi Zombies” — characters representing post-party hangovers. The performers carried placards with messages such as, “Yesterday Aryan said ‘hangovers can’t touch me, I am diff’,” and “Yesterday Ananya said ‘Mai hangover type nahi hu babe’,” highlighting common attitudes towards drinking during celebrations.
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According to the company, the initiative aimed to encourage responsible celebration by drawing attention to the after-effects of excessive drinking. The on-ground activity was supported by digital outreach and influencer collaborations as part of a wider 360-degree campaign.
Commenting on the initiative, Ragini Hariharan, Marketing Director for Beauty and Personal Care at Himalaya Wellness, said, “We look at festive occasions as high-impact opportunities to drive meaningful consumer engagement. By seamlessly integrating PartySmart into relatable celebration moments, we want to enable consumers to have a great time partying without compromising their well-being. Through this initiative, we aim to promote more conscious celebrations in an authentic way.”
Shayri Bhattacharya, Brand Manager – CPD Marketing, Himalaya Wellness Company, said, “With ‘Holi Zombies,’ we wanted to take a relatable post-celebration moment and turn it into something engaging and conversation-worthy. The idea was to meet consumers where they celebrate and remind them, in a light-hearted yet impactful way, that smarter choices can be a part of every celebration.”
As part of the campaign, PartySmart has also partnered with Jimmy’s Cocktails. Consumers ordering a bottle of Jimmy’s Cocktails on Blinkit will receive it bundled with PartySmart.
