House of McDowell’s Soda’s Yaari Jam: Holi on Wheels Transforms the Festival into an Unforgettable Adventure

Mumbai, February 28, 2026: House of McDowell’s Soda has always celebrated the magic of friendship, championing the joy of unforgettable first-time experiences shared with friends.

From everyday milestones to once-in-a-lifetime moments, the brand believes that every “first” becomes iconic when enjoyed with your yaars.

This Holi, that philosophy took centre stage in a unique format. With “Yaari Jam: Holi on Wheels,” House of McDowell’s Soda reimagined one of India’s most celebrated festivals through the lens of friendship, creating a spectacle never seen before.

Conceptualised by Publicis Groupe India’s ‘Team Spirit,’ the activation brought together real-life friends and comedians Tanmay Bhat and Aaditya Kulshreshtha (Kullu), alongside creators Anuj Gupta and Aishwarya Mohanraj, for a Holi celebration like no other.

Set in a sprawling arena, two high-performance cars became the unlikely protagonists in a high-octane game of color tag.

What followed was a riot of movement and mischief: drifting tyres triggered paint explosions, colour bombs burst mid-chase, and dash cams captured unfiltered reactions as clouds of colour enveloped the group.

The empty concrete expanse transformed into a living canvas—not just of colour but also of shared adrenaline, laughter, and the electric thrill of experiencing something wildly new together for the very first time with friends.

Speaking about the activation, Aanandita Datta, Vice President of Marketing & Category Head at Diageo India, said, “At House of McDowell’s Soda, we see friendship not just as an emotion, but as a cultural force that shapes how young India lives.

Building on our ‘Firsts with Friends’ philosophy launched last year, Yaari Jam: Holi on Wheels brings that spirit to life in a new way.

It reimagines a deeply rooted festival through a contemporary lens. We wanted to move beyond celebration as a ritual and create a celebration as a shared experience—something immersive and unforgettable.

Our ambition is to build House of McDowell’s Soda into a brand that doesn’t just participate in culture but actively shapes it by curating elevated, first-of-its-kind moments that friends can truly call their own.”

Aaditya Kulshreshtha (Kullu), an actor and comedian involved in the experience, shared, “I’ve played Holi my whole life—galli wali, terrace wali, all of it. But this? This was unreal.

The second the cars started drifting, and colour exploded everywhere, it felt like I was in an actual movie action sequence… except with my closest yaars roasting me in the background.

The banter was non-stop, the chaos was beautiful, and doing something this cool together made it genuinely special. It wasn’t just another Holi; it was our first time doing Holi like this.”

Kartik Smetacek, Chief Creative Officer at Saatchi & Saatchi India, added, “This is the second major campaign under our new platform idea for McDowell’s—‘Firsts With Friends.’ Holi is the perfect occasion for friends to come together and unleash some madness. This high-octane reimagining of a Holi party has just the right mix of surprise and spectacle.”