The fair bride is always in demand. And now that the fair bride becomes the fair wife, shouldn’t she be a duteous one too? Fem – the skincare brand from Dabur that has always extended a helping hand to Indian women across the country – has launched a rather interesting “Karwa Chauth” campaign just for them.
For the uninitiated, Karwa Chauth is a festival where married women keep a day-long fast from sunrise to moonrise for the safety and longevity of their husbands. To gauge the popularity of the festival, one had to just check out Twitter yesterday. The micro-social-network was buzzing with the hashtag #KarwaChauth in the top India trends.
The ‘My Karwa Chauth Wish’ campaign by Fem Fairness invited the community to share wishes for their spouses on Karwa Chauth yesterday through Facebook and Twitter, and stand a chance to be featured on Zee News in the evening!
The rule for participation was simple: one had to tweet their message or add it as a comment on the Facebook post. The contest was announced a week earlier on the brand’s social media channels. The Fem Fairness Facebook page adorned a new cover photo for the upcoming festival a week ago, before sharing updates on the contest.
The brand’s Twitter page encouraged conversations with the hashtag #MyKarwaChauthWish with the lure of Fem Gold Facial kits for the best wishes.
— Fem Fairness (@FemFairness) October 17, 2013
Quite an innovative idea for married couples who are staying apart from each other due to work. In the age when people are more connected to each other through social media than in real life, an integration like this with television is a good idea. It not only adds to the excitement, but also brings television audiences closer to the brand’s mission. Airing personalized fan messages works far better than an advertisement!