South Asians search for ways to connect with their history, background and culture no matter where they are in the world. Entertainment and Film is an integral part of the South Asian culture, and it is a way for them to keep up with their cultural identity. The South Asian Film Festival provides brands witha platform to connect with South Asian consumers. For five years, the film festival brought emotion-reviving stories to the Dallas South Asian community. In 2019, Toyota became the first automotive title sponsor for the film festival and also supported the film to expand to NYC.Throughout the two festivals, Toyota launched unique activations to showcase its RAV4 and Prius, and leveraged photo opportunities and AR (augmented reality) experiences to engage consumers with memorable and socially sharable experiences. The connections and experiences created through the festivals support Toyota to build stronger brand affinity among South Asian consumers.