What’s the reasoning behind a Storytelling Company launching an offline IP that hosts curated events?

And how did a creative agency spark the “Fake Sangeet” craze in India?

Yes, AGENZ - a Creative Storytelling Company I co-run with Noharika Gangaramany - did indeed start an event company called Jumma Ki Raat with two of our closest friends, Sahib Gujral and Ayaan Vaid.

The Why

As we grew the company and collaborated with some of the country’s biggest names, from Dhan to Ather Energy for their Content and Campaigns, we began developing some of our own Online IPs [Short-Form News Channels, Sex Education Channels, etc]. It quickly became apparent that AI could now scale those pages much more effectively and at a lower cost.

While AGENZ is very optimistic about AI, we also recognize the value of creating something that AI simply cannot replicate.

AGENZ went OFFLINE

During a discussion with AYAAN, we brainstormed our first-ever event.

SLUTTY SANTA. We pulled 300 people.

Then the second one. “F**k New Year’s Resolution” - A smaller venue with about 200 people.

The Fake Sangeet

Finally, Ayaan suggested we do a Sangeet, but a Fake Sangeet. We were all MAD EXCITED just by hearing this.

We curated the entire experience in February 2025. People went crazy. Everyone enjoyed and loved whatever we had to offer.

We did another one in April, and this time it was BIGGER - 600+ and out of those 600 people, there was one journalist from India Today. 

The next day, we woke up feeling a bit groggy and noticed we’d been featured! It was a bit of a surprise.

Then, we started seeing more articles, and it seemed like it was everywhere.

In just a few weeks, we saw people all over the country hosting fake sangeets, and it quickly spread internationally to places like Italy, London, and Dubai.

We were feeling a mix of emotions.

1. Happy because we’d created something bigger than just “Matcha Rave.”

2. A little sad because many of them didn’t give us any credit, haha.

But after seven months of starting Jumma Ki Raat, I can say this: offline events are here to stay, and they’re becoming more valuable. (If that makes sense!)

At our last event, we had almost 900 people (photos attached), and we’re now looking to do something even bigger (JK, it was an accidental company. We don’t know much, but like always, we’ll figure it out.)