Dabur Amla has announced its new campaign, “Jadon se Mazboot Riwaaj – Karwa Chauth Special”. The brand has collaborated with Priya Malik to reinvigorate Karwa Chauth.
With this campaign, the company aims to present a fresh perspective, underscoring that Karwa Chauth is a voluntary expression of love and affection, far from being an obligatory ritual.
Talking about the campaign, Ankur Kumar, head of marketing, Dabur Hair Care, said, “We are happy to embark on this journey with Priya Malik to share a fresh perspective on how people perceive Karwa Chauth. The 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.”
The film showcases Priya Malik’s transformative journey with Karwa Chauth, influenced initially by her parents’ experiences. Following her marriage, she found herself cherishing the smaller gestures associated with the festival. It became an opportunity to strengthen the bond, express devotion and share love.
The campaign is conceptualised and ideated by Schbang.
“We are happy to be a part of this 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,” Rohan Hukeri, executive vice president, Mumbai, Delhi – brand solutions, Schbang, added.