Amid the pandemic, it’s a muted Karwa Chauth for brands this year
From a ritual observed by married women, today Karwa Chauth has become a big occasion, thanks to brands and social media. There are several legends associated with Karwa Chauth, one that is oft told is of a beautiful queen Veeravati, who kept a fast from sun rise to moon rise for the well-being of her husband. However, when overcome by hunger and thirst, her loving brothers tricked her into believing that the moon had risen. Veeravati broke her fast and her husband died. But seeing her true devotion Goddess Parvati asks her to keep the fast again and her husband is brought back to life. Another legend says that Lord Shiva narrated Veeravati’s story to Parvati, who then herself kept the fast, observing all the rituals.
Karwa Chauth is observed with all the age-old rituals even today by married Hindu women. But with celebrities taking to social media to share their celebrations, the festival has turned into a bigger occasion to celebrate – where henna designs are displayed, skincare rituals shared, and it also becomes an occasion to showcase one’s ‘Karwa Chauth fashion’ and all their wedding finery. Various portals also share special recipes for the occasion.
Thanks to numerous depictions in Bollywood films and TV serials, one has become familiar with the breaking of the fast ritual, where the woman waits for the moon to rise, and once the moon is visible, she views the moon’s reflection in a vessel filled with water, or looks at the moon through a sieve. Water is offered to the moon to secure its blessings. The husband then takes the water from the thali and offers it to his wife; taking her first sip of water during the day, the fast is now broken and the woman can have a complete meal. Who can forget the Karwa Chauth scene from the movie ‘Dilwale Dulhaniya Le Jayenge’. Similar scenes were repeated in umpteen films.
#KarwaChauth is incomplete without this scene playing in the hearts and minds!😠#KabhiKhushiKabhieGham @iamsrk @itsKajolD #K3G pic.twitter.com/vPxlIvIkQB
— Dharma Productions (@DharmaMovies) November 4, 2020
Though mostly a North India festival, it has become a fashion now to keep the fast in other parts of India as well.
Here’s how celebrities are observing Karwa Chauth this year. While Shilpa Shetty shared a story of her Sargi, Bipasha Basu shared her last year’s celebrations of Karwa Chauth, Divya Dutta and newly married Niti Taylor shared a sneak peek of their henna designs.
That’s all I could manage myself! Happy #KarwaChauth lovelies pic.twitter.com/DcYOdYBUxs
Never to miss any opportunity to create a consumer connect, brands have also tapped into the festival with gusto. Here’s how different brands are leveraging Karwa Chauth for moment marketing:
Decided your outfit for the day, but what about the hair look? Be it curls or straight hair look, style your hair in any way with Panasonic Hair Straightener! What look are you planning to try? ðŸ§#KarwaChauth
— Panasonic India (@PanasonicIndia) November 4, 2020
Lockdown may have restricted us from celebrating this auspicious night with our families, but don't worry Saregama Carvaan has just the solution. Tune into channel no. 50 and celebrate Karwa Chauth with us.
— Saregama (@saregamaglobal) November 4, 2020
P. S: Tag that person you are missing this Karwa Chauth#KarwaChauth pic.twitter.com/r0TUOQyGTX
Wishing you a happy and blessed #KarwaChauth. Enjoy the spirit of festivities with MobiKwik. pic.twitter.com/4zW1Rfnlsg
— MobiKwik (@MobiKwik) November 4, 2020
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