Celebrities, promotions, social media and social causes go hand-in-hand. There’s a new trend on social media that is driven by celebrities. And it is catching up fast. After the worldwide success of the ALS awareness initiative - #IceBucketChallenge, back in India we saw the rise of #RiceBucketChallenge that involved sharing rice with someone needy.

Another trend phenomenon was created by actor Hrithik Roshan through the #BangBangDare. Hrithik has been challenging his friends in the industry to do some crazy stunts, while generating the buzz for his action movie ‘Bang Bang’ to be released this week.

The latest trend to join the bandwagon is #FastForHer, a social initiative by Shaadi.com. As the hashtag suggests, husbands have to go on a fast for their wives. On the occasion of Karwa Chauth, when wives keep a day long fast for the long life of their husbands, the #FastForHer initiative hopes husbands also fast for the long lives of their wives.

Author and brand ambassador for Shaadi, Chetan Bhagat has pledged to fast for his wife Anusha and also nominated Ronnie Screwvala, Mohit Chauhan and Shekhar Gupta to do the same. In fact, Anupam Mittal, the founder and CEO of People Group which owns Shaadi.com, has also taken the pledge and nominated Chetan and others to follow suit.

Popular television personalities like Hiten Tejwani, Varun Badola, Jay Bhanushali, Riyaz Amlani and music composer Sulaiman Merchant have also taken a pledge to fast for the special woman in their lives this 11th of October.

A ‘FastForHer’ website has been created for the social initiative and features a counter of the number of pledges taken. The site features all the celebrity pledges too. In addition, there is a moon tracker that helps you find the moon rise time in your city on the 11th of October. You can also join the movement by taking the pledge and share with your social connections using the Twitter and Facebook share buttons.

Along with the celebrity husbands tagging their friends and spreading the initiative on social media, it is also being promoted through Shaadi.com’s social media pages.

Leveraging the power of social

The very popular Ice Bucket Challenge saw celebrities like Bill Gates, Mark Zuckerberg raise up the ALS awareness quotient and inspire desi versions too. We had the Rice Bucket challenge started by a journalist as water is a luxury in vast areas of our nation. The interesting feature of both these challenges - apart from bringing in social awareness - was that they leveraged the reach of social media by having the person tag more people in their challenge execution. This makes it an interesting and shareable action on social networks.

And when it is to do with a social cause, it is doubly rewarding for the challenger as well as the cause. For shaadi.com, #FastForHer brings in a breath of fresh air to the brand. The matrimonial site needed a fresh talking point on social media, in the age when a lot of Indian dating sites are on the rise. It is impressive to see the founder Anupam Mittal taking the pledge for his wife!

#FastForHer has chosen the most doting husbands like Hiten Tejwani, Varun Badola, Jay Bhanushali and other TV personalities who are known for their real life roles as well. The concept of Karwa Chauth fasting to start this movement makes it all the more desi, and a cool beginning for Shaadi.com.

Vinaya Naidu

Co-Founder and Blogger at Lighthouse Insights. A student of life, art and building relationships. Love to read just about anything and strongly believe that books make a beautiful world.

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