Sieving through Karva Chauth Campaigns from the yesteryears that rose with the sun and remained luminous under the moonlight too.
Predominantly celebrated in the northern region, but prevalent in most states of the diverse India, Karva Chauth, celebrated by Indian women of various castes & cultures, is a significant fragment of the year-end festive season for brands that is initiated with several formats of campaigns.
The brand campaigns don't just hit the spotlight on the clothing, cosmetics, and gifting aspects of the festival, but also on its presence in the popular culture symbolized with love, that is also fueled by Hindi films.
Often when the festival is a backdrop that the narrative is set in, but is extensively used for engaging the audience with stories that resonate with couples and to-be brides.
Big Bazaar the ace of every Tyohaar, portrayed Karva Chauth bringing two worlds together that are poles apart. Hero rides over the speed-breakers called gender roles and sketched out old traditions in new ways. Godrej Good Knight presents a product-integrated comical representation of the festival.
Nykaa embarked into the content marketing space with Mallika Dua, presenting the mela baby, shonas, and babus who hadn't had their dinner, to uncover the bitter truth of love, in a long-format content piece.
The ICICI Prudential Life 2009 Karva Chauth campaign, conceptualized by Lowe Lintas, written by Nishant Gangadharan, and directed by Gajraj Rao, was a short and sweet narration of tête-à-tête between a couple while moon-watching.
Swiggy's long-format video advert 'More Powerful Than Prayer' pinned its faith on a unique insight that revolved around the customs but was practical in nature, and also was outlined to build goodwill among the consumers and the delivery executives they have employed.
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