Fem, a brand from Dabur, has launched a new Karwa Chauth campaign featuring rapper Agsy. The campaign has redefined traditional celebrations by highlighting women’s individuality and choice in how they observe rituals.
The campaign has focused on empowering women beyond conventional beauty narratives, promoting self-expression and confidence. Through Agsy’s performance, Fem has showcased a modern take on Karwa Chauth, where devotion coexists with personal freedom and rituals evolve with time.
Fem has positioned itself as a brand that celebrates both love and the courage to be oneself. By blending cultural traditions with contemporary messages of empowerment, the campaign has sparked conversations around freedom, equality, and the power of choice.
“At Fem, we’ve always believed that a woman’s glow goes far beyond the surface – it’s a reflection of her confidence, her choices, and her strength,” said Virat Khanna, Marketing Head – Skincare, Dabur India.
“The true glow of feminism comes from women owning their voice and choices. Digital has become the new stage for that empowerment, where self-expression fuels confidence. This campaign celebrates that unapologetic glow,” said Jasleen Kohli, DGM, Dabur India.
“This Karwa Chauth, we’re proud to celebrate women who fast for love yet feast on freedom – embracing rituals in their own unique way. With Fem, we’re not just enhancing glow; we’re championing the spirit of self-expression and empowerment that truly defines today’s woman. Our Karwa Chauth campaign reflects Fem’s core philosophy – that a woman’s true glow is revealed when it’s fuelled by confidence. Collaborating with Agsy allowed us to express this duality beautifully, blending tradition with individuality,” Khanna added.
