Shaadi.org bows down to the revolution-naaris this Durga Puja
The ad film draws a meaningful connection between Goddess Durga and the experiences of women post-marriage
Shaadi.com, the matchmaking platforms, through its CSR arm, Shaadi.org, has launched a Durga Pujo campaign titled The Spirit of Durga. Going beyond the festival’s religious significance, and embracing the symbolism of Goddess Durga, the film celebrates the indomitable strength, resilience and beauty of every woman. At the same time, the film, available on all social media platforms, highlights the importance of not being bogged down by adversity that women face all too often but instead encourages them to take inspiration from Goddess Durga, who never gave up.
Durga is known as the Goddess of Shakti – She is the all-powerful feminine force who won in battling the demon Mahishasur. People seek the blessings of Goddess Durga, asking for strength to overcome troubles and to battle their everyday demons but often fail to notice a similar display of battles fought by the women around them. Bringing this into focus, the film unfolds through the endearing relationship of a grandmother, mother, and an 8-year-old, showcasing the unwavering spirit of working-class women who have been navigating the challenging terrains of personal and professional life through generations, by working round the clock and multitasking tirelessly while defying societal stereotypes.
The ad film draws a meaningful connection between Goddess Durga and the experiences of women post-marriage. It underscores that women often have a lot to juggle while managing diverse responsibilities, experiencing both favourable and challenging days. Despite the variations in their circumstances, they consistently embody the enduring spirit of Durga. By highlighting these unique qualities like power and fearlessness, the brand urges the society to respect the (women) goddesses in our homes and how they seamlessly transition between roles as wives, mothers, sisters, and employees. Through the campaign, the brand gives out the message that this innate ability ought to be treasured and appreciated much more than it perhaps is.
