The Chitresh Das Institute

It was 2020 and the Chistresh Das Institute (CDI) was experiencing growing pains. In the space of just a few years, the classical Indian dance studio, founded in honor of the late great kathak master, had established itself as the go-to school for the practice in the Bay Area. Still, the organization had ambitions of expanding its reputation on a global scale. Its leaders were already stretched thin and looking for a low-lift strategy to boost their visibility and touring schedule.

After a thorough discovery period, we devised a social strategy and workflow centering artistry, tradition, and twirling – lots of twirling. By focusing on eye-catching kathak techniques and behind-the-scenes footage from dance classes and rehearsals, CDI could engage the world while focusing on what they do best.

With our social strategy in-hand CDI has gone viral multiple times over, reaching millions of dance enthusiasts worldwide. The institute now boasts 12.7K Instagram followers, up from 861 in 2020. It now regularly tours India and the United States.

Grass has since redesigned CDI’s website and devised targeted marketing initiatives aimed at expanding audiences across enrollment, performance, and fundraising.

Credits:

• Illustration, Design, Motion Graphics, and Copy: Christopher Trout (The Grass Agency)

• Photography Courtesy: The Pairist

• Identity: Other Studio