National Museum
The National Museum on Janpath holds one of the largest and oldest institutional collections in the country, five thousand years of the subcontinent’s material culture under one roof. The engagement, led by Shivani Joshi, was asked to give that collection a contemporary voice on digital surfaces, one that opens the archive to younger audiences while holding the depth of the scholarship behind every object.
The work built a storytelling system that carried the collection from the vitrine into short form video, carousel and live coverage, so that the museum moved from artefact to conversation.
Reposition the museum for a digital first audience. Give the galleries a presence on the feed that reflects their range, from the Harappan gallery to the Kushana and Gupta holdings. Build a community around the institution among students, art enthusiasts and first time visitors. Let the digital surface drive footfall to the galleries.
Brand repositioning for the museum’s digital presence. A digital content strategy across video, carousel and live coverage. Direction for a voiceover film series and gallery walkthrough series. Documentation of exhibitions, workshops and openings. Curatorial storytelling formats built around single objects and around whole galleries. Community programming across the feed.
An Artefact Voiceover Series brought static objects to life through narrated storytelling, reaching 164,000 plus views, 5,500 likes and 410 plus shares. Museum Gallery Highlights took audiences through the galleries as immersive video walkthroughs, showing the scale, themes and variety of the collection. They reached 4.23 lakh plus views, 13,200 plus likes and 300 plus comments. An Object of the Day artwork series spotlighted a single artefact daily, drawing 2,000 plus likes and 40 plus comments. Ramayana Through Artefacts reinterpreted the epic through five episodes of artefact led visual storytelling, building cultural relatability across the run.
Exhibitions, workshops and openings were documented with immersive coverage. Artist and curator conversations were captured for the feed and archived. Curator talks were framed as intellectual invitations. Objects were positioned as continuities of India’s artistic evolution, so the collection read as a living record and each event extended into an ongoing exchange.
Content reach tripled in three months. Overall views grew fivefold. The follower base moved from 24,900 to 26,400 in the period. Community threads formed among students, enthusiasts and first time visitors, and the digital surface began sending people to the galleries.
Every format was built from the object outward. A voiceover began with what the curator knew; a walkthrough followed the route a visitor takes; a daily post was chosen for what it could teach in ten seconds. The scholarship stayed the source and the feed became the reading room.
