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Making Every Second Count Before the First Guest Arrived.
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Content MarketingService
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Performance MarketingService
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Website DevelopmentService
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BrandingService
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ProductionService
A Big Event. A Very Small Window.
India Calling 2026, organized by the Lanka India Business Association (LIBA), brought together business leaders, policymakers, entrepreneurs and industry voices to explore opportunities for stronger economic engagement between India and Sri Lanka.
Zephra Digital came on board with approximately three and a half weeks to develop and execute the event's campaign. From branding and content planning to over 60 social media posts, website optimization, motion graphics and event coverage, there was a considerable amount to deliver in very little time.
Every creative needed to grab attention, communicate essential information and encourage audiences to explore the event and purchase tickets without sounding overly promotional. With just two weeks allocated to paid advertising, the creative, ticketing experience and campaign strategy needed to work together.
The challenge wasn't simply getting everything out on time. It was making sure every piece gave audiences a reason to pay attention and act.
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India Calling needed an identity that could grab attention quickly and handle a lot of information. Speaker announcements, event promotions, program details and physical event materials all had different requirements, but very little time to develop them. We created a bold visual system built around red, yellow, black and white, supported by typography, photographic cutouts and graphic elements that could be adapted across different formats. The aim was to establish a distinctive look without sacrificing the clarity the campaign depended on.
Red became the dominant color across the campaign, with yellow used to highlight important details and black-and-white photography bringing contrast to the layouts. Photographic cutouts, illustrated objects and graphic accents gave the identity an expressive, contemporary style without losing its connection to a business-focused event.
We also established a clear typography system. Darker Grotesque handled the major headlines, Archivo supported secondary information, Manrope kept longer copy readable and Google Flex Sans Italic added emphasis where needed. Having these roles defined made it easier to accommodate everything from a punchy announcement to a speaker profile with considerably more information.
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The event needed its own identity without losing the connection to LIBA, the association behind it. We developed a typography-led logo that made the India Calling name the main attraction. Its stacked composition and heavy lettering gave us something that could hold its own on a busy event creative, while still working alongside the LIBA logo and sponsor information.
The words "India Calling" needed to be the first thing people noticed. Instead of building the logo around a separate icon, we made the lettering the identity.
We used tightly stacked, heavy typography with a dimensional black treatment that gave the name weight without making it overly corporate. Small graphic accents brought some energy into the design, giving it a character that suited both a business forum and its social media campaign.
The logo was then paired with LIBA's identity across event materials, keeping the association visible without letting it compete with the event name.
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India Calling had a substantial lineup of speakers, a full event programme and a limited window to introduce it all. Our social media strategy needed to get that information in front of people quickly, without making every post feel like another advertisement. We handled content planning, copywriting, design and campaign communications, delivering more than 60 posts across the event campaign and post-event coverage. The focus was on making each piece worth stopping for, while giving audiences enough information to consider attending.
With approximately 40 guests, speakers and panellists to introduce, we needed a design system that could accommodate different portraits, names and professional titles without rebuilding each creative from scratch.
We used black-and-white portraits, bold outlines and structured typography to create a consistent format that still allowed each individual to stand out. The shared layouts also made production more efficient, which mattered with so many introductions to prepare in such a short window.
The copy followed the same thinking. Rather than lengthy biographies, we focused on who each speaker was, their professional relevance and why audiences should be interested in hearing from them.
There was a lot to communicate before the event, so we organised the content around what audiences actually needed to know.
Announcements, speaker introductions and supporting posts worked together to explain what India Calling was about, who would be attending and what visitors could expect. Punchy headlines helped the content stand out, while concise copy made the dates, venue, programme and next steps easy to grasp.
We wanted people to understand the value of attending rather than feel constantly pushed to purchase a ticket. That balance between useful information and attention-grabbing creativity guided the campaign.
The content didn't stop when India Calling ended. We continued its social media coverage with approximately 30 post-event video edits, alongside event photography carousels, as part of the wider 60+ content deliverables.
Our editing work turned moments from the event into short, accessible clips that audiences could revisit and share. The carousels complemented these with photographic coverage of the speakers, proceedings and atmosphere.
This gave LIBA content to publish beyond the event date, keeping the discussions and experiences visible rather than allowing the campaign to end with the final ticket promotion.
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Not every piece of event communication belonged on social media. India Calling also needed materials that could organize detailed information, introduce LIBA's wider work and carry the campaign's identity into the venue. We designed these assets for their specific uses, rather than simply resizing the social media artwork. A booklet needed to be easy to navigate, while an event backdrop needed to read clearly at a much larger scale. Each required its own layout decisions, with the established visual system providing a common starting point.
We designed a 13-page Guest Intros booklet and a one-page Program Schedule, organizing speaker information, session details and timings into formats attendees could refer to easily.
The designs retained India Calling's red, yellow and black palette, with the LIBA and event logos and sponsor information included where required. The challenge was giving a substantial amount of content enough structure to be useful without overcrowding the pages.
We also developed the informative "Join LIBA" creative, shifting the focus from the event itself to the association and the opportunities available through its wider India-Sri Lanka business network.
The event identity also needed to work in the venue, where the scale and viewing distance were completely different from a phone screen.
We designed the red-carpet backdrop, agenda banner and supporting event banners, adapting the typography, logos and graphic treatments for larger physical applications.
The backdrop provided a branded setting for event photography, while the agenda and supporting banners were designed to communicate information clearly to attendees. These materials carried the same identity people had encountered online into the event environment itself.
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Motion graphics gave us another way to introduce India Calling without depending on a long explanation. We developed the typography-led promotional reel entirely in-house, from concept and scriptwriting to animation, editing and final production. The idea was to use short, direct statements and movement to communicate the event's value quickly, particularly to people encountering India Calling for the first time.
We wrote the script around the information audiences needed to grasp quickly, then built the animation around those lines.
Typography became the main storytelling element, with movement and emphasis helping the message unfold naturally. Rather than treating the animation as decoration, we developed the script and visual pacing together, ensuring the important information had enough presence without slowing the reel down.
We also developed an additional teaser video to build early interest in the event, giving the campaign another short-form creative format alongside its static announcements and speaker introductions.
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Getting people interested in India Calling was only half the challenge. Once they reached the ticketing page, we needed to give them enough confidence and information to take the next step. With Ticketrush.lk handling the ticketing platform, Zephra focused on strengthening the experience around it. We approached the project through conversion rate optimisation (CRO), identifying opportunities to make the event more credible, the information easier to navigate and the path to purchasing tickets more straightforward.
The existing ticketing page had limited event information, leaving prospective attendees with little context beyond the payment process. For a business forum, we saw an opportunity to address that gap before asking visitors to commit.
We restructured the landing page content and developed website banners, ticketing cards and supporting creatives. These brought the program, guest and speaker lineup, event sponsors and financial sponsors into the experience, helping visitors understand what they were purchasing and why the event was worth attending.
Our team prepared the designs, content and recommended changes for Ticketrush.lk to implement, while they continued to manage the ticketing platform and payment functionality.
We also developed a central QR code system for physical displays at the venue, giving attendees a convenient way to access important event resources.
Scanning the code connected visitors to the agenda, guest and speaker information, event sponsors and financial sponsors. We also incorporated a lead form for people interested in developing business relationships between India and Sri Lanka.
Our team worked on both the structure and technical setup of the QR experience, bringing these resources together in one place.
Beyond providing convenient access to event information, this created a direct route for interested attendees to register their business enquiries, extending the system's purpose beyond the event program.
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After developing the campaign that introduced India Calling to its audience, our production team was on-site to document the event itself. We photographed the speakers, proceedings and interactions throughout the occasion, creating original imagery for LIBA's social media coverage. The goal was to capture both the formal program and the atmosphere around it, giving the association a photographic record it could use after the event.
Event photography requires a different approach from a planned creative shoot. The schedule moves quickly, important moments happen once and the team needs to capture them without interrupting the proceedings.
Our coverage focused on the speaker sessions, guest interactions and wider event atmosphere, balancing the important formal moments with the details that showed what attending India Calling was actually like.
We also handled the photographic editing, preparing images for event coverage and subsequent social media use. These assets supported the post-event carousels and helped carry the campaign forward with photographs of the experience itself.
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With only two weeks available for paid advertising, the Meta Ads campaign needed to build on the work already being done through branding, social media and the ticketing experience. The priority was to get India Calling in front of relevant audiences, communicate why the event was worth attending and encourage interested users to explore the ticketing page. Our paid campaign therefore formed part of a wider effort to connect event discovery with a clear path towards purchasing tickets.
The campaign was built around a short decision-making window. Prospective attendees needed to encounter India Calling, understand what it offered and have enough information to consider purchasing a ticket before the event arrived.
Our approach connected the event creatives and their direct messaging with the optimized ticketing experience. The advertisements helped bring attention to the event, while the supporting landing page information gave interested visitors the opportunity to examine the program, speakers and sponsors before committing.
With the campaign running for only two weeks, the focus was on making these touchpoints work together, rather than treating advertising as a separate activity from the rest of the event communications.
