The Chr –Cha on Design Communication was live wire as it drew participants from a cross sectoral background to produce an integrated design communication strategy on Creative Economy with the state of Rajasthan on its radar. If “design” is a road map to actualize an idea then, at Chr Cha, teams comprising of professionals, stakeholders and students brainstormed to draw up tourism models ranging from religious to heritage. Experts were unanimous in stating that creative industries are centre stage in creating value in the desert state with Tourism as its USP. It was mooted that if the former will incubate local talent the latter will generate “creative” capital.