As colours take over streets and stages across the country, indē wild is ensuring that one tradition leads the celebration. This Holi, the brand is championing champi with their iconic hair oil as the ultimate pre-colour ritual while showing up across Mumbai, Delhi, and Jaipur’s most anticipated gatherings.
From the Karan Aujla Holi Concert and Party with 60,000 people in Mumbai to the Holi Gathering with Bonobo, the iconic Jaipur Hopshop Holi at Rani Vilas, and the high energy Holi 404 event at Dirty Good in Delhi, indē wild is bringing the ritual of champi oiling back to the forefront. At each event, partygoers are invited to begin their celebration with a nourishing champi using the cult favourite indē wild Champi Hair Oil, protecting their hair before the colours take over.
While Holi is synonymous with uninhibited fun, hair damage often follows. indē wild’s on ground activation flips that experience. Guests receive protective oil champi before stepping into the colour chaos, followed by fresh floral styling that feels both nostalgic and party ready. It is tradition reimagined for a generation that wants to celebrate boldly without compromising care.
Across venues, immersive colour boards invite attendees to leave their palm prints, co-creating vibrant walls of expression in each city. The installations become living canvases, thousands of hands sharing one collective celebration.
The movement extends beyond the events. “Holi Starts With Champi” billboards popped up across Mumbai and Delhi reinforcing the message and positioning champi as the essential pre Holi ritual. From protection before play to recovery after, indē wild is owning the entire festival journey. Post Holi care continues with the brand’s bestselling Bond Repair Shampoo and Conditioner to cleanse and restore, followed by its new Hair and Body Perfume Mists designed to refresh and rejuvenate after a day of colour.
Extending the celebration beyond the ground, indē wild collaborated with over 30 influencers across three cities, achieving a combined digital reach of 6.9 million. The “Holi Starts With Champi” movement became a shared cultural moment, both on-ground and across social platforms nationwide.
“For us, Holi has always started with champi,” says Diipa Büller-Khosla, Founder of indē wild. “It is one of my most nostalgic rituals from growing up in India, oiling your hair before stepping out to play. We wanted to bring that ritual back in a way that feels relevant, celebratory, and rooted in care. If we can protect their hair while people go wild and have fun, that is a win.”
By placing ritual at the heart of celebration, indē wild is defining how the festival is experienced by a new generation.
Because this year, across India, Holi Starts With Champi.Please find attached a press release and high-res images for your reference. Would love if you could consider feature the same or include for upcoming cultural round-up stories. 