Send Karva Chauth wishes on TV via social media

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Make Karva Chauth special for your husband Tuesday by taking the social media route to send out wishes which will be flashed on television.

Fem, a skincare brand from the House of Dabur, has launched a live social messaging service for the occasion, when women in northn India keep fast for their husband's well-being and long life.

The campaign, titled Fem Karva Chauth Wishes, lets people tweet their message or send it out via a Facebook post. The messages can be seen live on Zee TV Tuesday evening.

The idea was a result of a survey.

"When we surveyed our consumers, we found that a lot of couples are physically separated even on Karva Chauth day due to work. In this busy urban lifestyle, social media is playing a role in bridging the hearts and minds of people," Sanjay Singal, head of marketing (Skin Care), Dabur India Ltd., said in a statement.

"A lot of people are using social media to connect and converse with their near and dear ones which is redefining the way we communicate in a relationship. Taking this forward, Fem is integrating live social messaging with national television," he added.

Twitter users can avail the service through the handle @femfairness, with the hashtag #Mykarvachauthwish, while Facebook users can go to the brand's official page www.Facebook.com/FemFairness.