Dabur Amla has unveiled its campaign, “Jadon se Mazboot Riwaaj” on the occasion of Karwa Chauth. The brand collaborated with actor Priya Malik to present a unique take on the festival.
In the film, while her husband oils and braids her hair, Malik explains how she viewed Karwa Chauth as a young girl, and how her perspectives changed with time. The festival is viewed differently by every generation. While some call it regressive, some consider it a tradition brimming with commitment and sacrifice, while others perceive it as a celebration of love and dedication. Whatever the perspective, Malik says Karwa Chauth is a voluntary expression of love and affection, far from being an obligatory ritual.
The film showcases Malik’s journey with Karwa Chauth to become an opportunity to strengthen the bond, express devotion, and share love.
Ankur Kumar, Head of Marketing, Dabur Hair Care, said, “We are thrilled to embark on this transformative journey with Priya Malik to share a fresh perspective on how people perceive Karwa Chauth. This campaign signifies a departure from the traditional narrative, and it’s all about celebrating the essence of love and strong partnerships in a unique and modern way. We believe through this narrative we will encourage and inspire people to embrace this festival in a new way, building a deeper understanding of this symbolic festival and will strengthen their relationship.”
Rohan Hukeri, Executive Vice President, Mumbai, Delhi – Brand Solutions, Schbang, said, “We are delighted to be a part of this innovative project that reimagines Karwa Chauth in a contemporary light. The campaign is designed to break free from the conventional narratives and celebrate the festival as a symbol of love and equality. We believe that it will inspire and engage audiences in a whole new way, fostering a deeper understanding of the festival’s true essence in the modern world.”
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