House Of Mcdowell’s Soda’s Yaari Jam: HOLI ON WHEELS transforms the festival into an unforgettable adventure

Hyderabad: House of McDowell’s Soda turned up the heat this Holi with an adrenaline-fueled celebration titled Yaari Jam: Holi on Wheels, transforming the traditional festival of colours into a high-octane spectacle of friendship, speed and splashes of vibrant hues.

Rooted in the brand’s “Firsts with Friends” philosophy, the one-of-a-kind activation reimagined Holi through a contemporary lens. Conceptualised by Publicis Groupe India’s Team Spirit, the event brought together comedians and real-life friends Tanmay Bhat and Aaditya Kulshreshtha (Kullu), along with creators Aishwarya Mohanraj and Anuj Gupta for an unforgettable celebration.

Set inside a sprawling arena, the experience featured two high-performance cars at the heart of the action. As engines roared and tyres drifted across the concrete, bursts of colour erupted into the air, turning the venue into a dynamic canvas of paint and movement. Dash cams captured candid reactions as clouds of colour engulfed the gang, blending thrill, laughter and mischief into one electrifying spectacle.

Speaking about the initiative, Aanandita Datta, Vice President Marketing & Category Head, Diageo India, said the brand sees friendship as a cultural force that shapes how young India experiences life. She noted that Yaari Jam: Holi on Wheels moves beyond ritualistic celebration to create immersive, first-of-its-kind experiences that friends can truly call their own.

Sharing his excitement, Aaditya Kulshreshtha described the event as unlike any Holi he had celebrated before. From drifting cars to exploding colours and nonstop banter among friends, he said the experience felt cinematic and genuinely special.

Kartik Smetacek, Chief Creative Officer at Saatchi & Saatchi India, added that the campaign marks the second major outing under the brand’s “Firsts With Friends” platform, with Holi serving as the perfect backdrop for unleashing madness, surprise and spectacle.

With Yaari Jam: Holi on Wheels, House of McDowell’s Soda once again underscored its commitment to celebrating friendship — turning a beloved festival into a roaring, colour-soaked adventure.