House of McDowell’s Soda’s “Yaari Jam: Holi on Wheels” Turns the Festival of Colors into an Unforgettable Thrill

Jaipur: House of McDowell's Soda has long celebrated the magic of friendship by encouraging unforgettable first-time experiences with friends. From everyday meaningful moments to once-in-a-lifetime milestones, the brand believes that every “first” becomes iconic when shared with friends.

This Holi, the brand brought this philosophy to life in a unique way. Through “Yaari Jam: Holi on Wheels,” House of McDowell’s Soda reimagined one of India’s most popular festivals, Holi, through the lens of friendship—delivering an experience unlike anything seen before.

Conceptualized by ‘Team Spirit’ of Publicis Groupe India, the initiative brought together real-life friends and comedians Tanmay Bhat and Aditya Kulshreshth (Kullu), along with creators Aishwarya Mohanraj and Anuj Gupta, for an unconventional Holi celebration. Hosted in a massive arena, the event featured two high-performance cars that became the unexpected stars of a vibrant color spectacle.

What followed was an electrifying blend of energy and mischief—drifting tires bursting into clouds of color, color bombs exploding mid-chase, and dashcams capturing genuine reactions as friends were drenched in vibrant hues. The empty concrete ground gradually transformed into a dynamic canvas painted not only with colors but also with shared thrills, laughter, and the excitement of trying something new together for the first time.

Speaking about the initiative, Anandita Datta, Vice President – Marketing and 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 shaping how young India lives. Building on our ‘First with Friends’ idea launched last year, Yaari Jam: Holi on Wheels presents that spirit in a new format. It redefines a traditional festival with a contemporary lens. Our goal was not just to celebrate, but to create a shared and unforgettable experience. We aspire to make House of McDowell’s Soda a brand that doesn’t just become part of culture, but actively shapes it by crafting unique and memorable experiences for friends.”

Actor and comedian Aditya Kulshreshth (Kullu), who participated in the experience, shared, “I’ve been playing Holi since childhood—street Holi, terrace Holi, and everything in between. But this was unbelievable. As soon as the cars started drifting and colors began flying everywhere, it felt like I was in an action scene from a movie—while my friends were teasing me from behind at the same time. The banter never stopped, the atmosphere was electric, and doing something like this with friends was truly special. This wasn’t just another Holi—it was our first of its kind.”

Kartik Smetacek, Chief Creative Officer at Saatchi & Saatchi India, added, “This is our second major campaign under McDowell’s new ‘First with Friends’ platform. Holi is the perfect occasion for friends to come together and express their energy and excitement. Through this initiative, we’ve presented the festival in a bold and thrilling new way—balancing surprise with spectacle.”

To witness all the drifting stunts, explosions of color, and unfiltered moments of friendship from “Yaari Jam: Holi on Wheels,” viewers can watch the special film released as part of the campaign.