The campaign aims to spark thoughtful conversations that move beyond the question of whether Karwa Chauth is outdated
The ad has been conceptualised by Dentsu Creative North
Negative publicity is far more effective than a positive one, as controversies, social media outrage and hashtag trends force many uninitiated people to watch the ad, say industry watchers
The ‘Apno Ko Laye Aur Bhi Paas’ campaign has been curated by Option Designs