Client story · Launch
Launching one voice for India’s many cultures.
A go-to-market and digital strategy to launch a new provincial association and build the run-up to India Day 2026.
The client
The United Indian Culture Association (UNICA) is a provincial umbrella organization that unites state and culture based Indian associations across British Columbia. Its mission is to celebrate India’s cultural diversity while fostering unity, collaboration and community engagement in Canada.
As a new association, it needed awareness fast: to showcase India’s cultural heritage, food and traditions across the Lower Mainland through events, programs and digital channels.
The work
One go-to-market strategy shaped every channel: introduce UNICA as the place where British Columbia’s Indian cultural associations come together, then turn that awareness into turnout for India Day 2026.
Go-to-market strategy
A launch plan for the new association: who it serves, what it stands for and how it reaches communities across the Lower Mainland.
Digital marketing strategy
Social media, podcasts and radio interviews that put UNICA’s mission and its member associations in front of new audiences.
India Day 2026
A campaign for India Day on August 23, 2026, at the Bill Reid Millennium Amphitheatre in Cloverdale, Surrey, from the call for community groups to join the parade to interviews with member associations.
Strategic partners
We identified partners to take part in UNICA’s events and contribute to them.
Where this work sits today
This is the go-to-market work in BizCan® Launch: who you serve, why they should care and a clear route to reach them.
From the work
Selected pieces.
A go-to-market and digital strategy for a new association: interviews, social media and the run-up to India Day 2026. See all our work
Interview: Kerala Association of BC
Video, 0:56
Interview: Tamil Association of BC
Video, 0:49
In pictures
At India Day 2026 in Surrey.
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