Dabur Fem has unveiled its latest ad film as part of their #GlowOfLove campaign. As per the company, the film encourages viewers to embrace the beauty of modern relationships and underscores that the nature of a relationship should never diminish the commitment shared between partners.
The ad film tells the story of a modern live-in couple, both secretly deciding to observe Karwa Chauth without informing their partner. Each is uncertain about how their partner would react, not wanting to make them feel uncomfortable due to the tradition. What unfolds is revelation – both partners share the same longing for each other’s well-being.
Talking about the campaign, Virat Khanna, head of marketing, skin care, Dabur, said, “In modern relationships, ancient customs and traditions such as Karva Chauth don’t find a place, as they’re seen as being regressive. We, at Fem, wanted our film to demonstrate the blend of age-old customs with the realities of modern-day relationships. It is a celebration of love, commitment, and the beauty of traditions that endure and adapt in our changing world.”
This film is made in collaboration between Dabur Fem and Schbang, a creative, media and technology transformation company.
“Our collaboration with Dabur Fem is a tribute to the evolving narratives of love and tradition in today’s dynamic world. The #GlowOfLove campaign is the fruit of meticulous conceptualisation and ideation by the Schbang team. We aimed to craft a narrative that beautifully captures the essence of modern relationships while embracing the cultural significance of Karwa Chauth,” Rohan Hukeri, Executive Vice President, Mumbai, Delhi – Brand Solutions, Schbang, added.