Project 20 / Live action · Celebrity
300 Saal Guru De Naal
A national cultural movement marking 300 years of Guru Granth Sahib Ji. The line “300 Saal Guru De Naal,” which was written by me during the pitch, became the foundation of the campaign—shaping films, music, and large-scale community participation across India. This was my first major campaign, and it went on to become one of the most widely recognised Sikh cultural initiatives of its time.
- Jagjit Singh · Daler Mehndi
- Campaign Line
- Cultural Movement
Project gallery 1 item
“300 Saal Guru De Naal” was a national cultural movement created to mark 300 years of GurtaGaddi of Shri Guru Granth Sahib Ji. The campaign began with a single line I wrote during the pitch—300 Saal Guru De Naal—which went on to become the identity and rallying point for the entire initiative.
The project brought together film, music, and large-scale community participation, reaching Sikh audiences across India and abroad. Working closely with artists like Jagjit Singh and Daler Mehndi, we created a series of films and musical pieces that focused on devotion, reflection, and collective celebration rather than traditional advertising.
This was my first major campaign, and it shaped how I approach storytelling — the importance of cultural insight, grounding ideas in emotion, and building narratives that invite participation rather than demand attention. Over time, the campaign came to be recognised as one of the most iconic Sikh cultural initiatives of its period.