Bélora Paris’ Karwa Chauth campaign this year is a unique and heart-warming take on Womanhood and inclusivity.
Every year Karwa Chauth is celebrated by married Hindu women for the well-being and longevity of their husbands. It is a festival which is a celebration of love as well as womanhood. As important as a man is in this festival, for whom his wife observes a fast and prays for his long life; a woman’s relationship with other women is also a major component of this festival.
Bélora Paris’ in its Karwa Chauth campaign this year beautifully showcases this woman to woman relationship and gives out a message of inclusivity.
A trans-woman’s celebration of Karwa Chauth
The film shows a trans-woman dressed up in a bright orange saree sitting in front of the dressing table and applying makeup. As she lines her eyes and puts bright red lipstick on her face, her husband looks at her in awe for how beautiful she actually looks. It’s Karwa Chauth and she is observing a fast for her husband. Following the tradition, she climbs up to the terrace to join other women to listen to ‘Karwa Chauth ki katha’ where she faces rejection from one of the women. Reena, the trans-woman understands this and sits outside the circle feeling uncomfortable. But to everyone’s surprise another woman comes and sits next to her and in this way includes her in the circle. This beautiful gesture sums up the message of this campaign.
Bélora Paris’ beautifully establishes the true essence of a festival here which comes out in its true colors only when it is celebrated with everyone. Ainara, the Co-founder of the brand said, “As a Made Safe makeup brand, we stand for colors that are fun, non-toxic and part of the celebration. Therefore it is our constant effort to create campaigns that reflect the same. This unique and emotional take on Karwa Chauth is a small effort to show that festivals are about creating beautiful moments for everyone. If this helps to even minutely stretch our social fabric and spark conversations/thoughts, our work will be done.”
We can only say that the brand has successfully given a very beautiful message out in society and are all praises for the unique idea of showing Karwa Chauth through the eyes of a trans-woman.
