Why Karwa Chauth is the new marketing tentpole

In our evolving cultural landscapes, Karwa Chauth presents a unique opportunity for marketers to unlock the potential of traditional festivals

It happens. Sometimes marketers miss a reality, or an emerging reality, even though it is right in front of them. Karwa Chauth, as a festival, seems to be one such glaring example. For years, brands have tried to build up Valentine’s Day as the high-point of romance and love and campaigned narratives around that script. Marketers across the spectrum have vied with one another to put out sentimental and mushy creatives to attract young (mostly unwed) couples. But it turns out that they all got the target audience and release date wrong — the ready and ripe audience was actually