National, 1st November 2024: Uniting hearts and homes this Diwali, Meera the iconic haircare brand from the house of CavinKare, brings the country’s cherished traditions to life with its “One Diya, One Tradition” campaign. Paying homage to India’s deep-rooted practice of lighting Diyas, this campaign brings an endearing celebration of unity and heritage making the timeless lamp an emblem of hope, purity, and togetherness. Although Diwali celebrations may vary in customs, the Diya remains an eternal element uniting household across India in shared warmth and spirit. Through this unique campaign, Meera underscores the Diya’s role as a humble yet powerful icon that has bridged generations and cultures across the nation.
The campaign launched with festive cheer, saw hundreds of people come together for a grand event to curate an extraordinary and massive display of the India map illuminated with thousands of diyas in celebration of Diwali. Beyond its striking beauty, this shimmering installation honored the timeless tradition of lamp lighting with each diya representing the diverse yet connected spirit of the nation.
In the wake of the monumental gathering, the brand also rolled out a social media film as part of the campaign, celebrating the richness of Diwali and showcasing Meera’s unique vision of creating a vast India map composed of thousands of diyas. The film journeyed into homes across the nation, showcasing how the diya, central to Diwali celebrations, is cherished in countless unique traditions. This narrative culminated in a breathtaking visual of a radiant India map, representing the unity and diversity of the nation through shared celebrations and cherished traditions.
Speaking on the campaign, Mr. Rajat Nanda, Business Head – Personal Care, CavinKare said,
“At Meera, we firmly believe in the goodness of tradition and its ability to bind us together. Lighting diyas is a cherished practice that transcends boundaries, and this simple yet profound act connects us all, serving as a reminder of our shared heritage. Recognizing the vital role of tradition in our lives, and its value in being passed down through generations, we strive to incorporate the same wisdom into our hair care and personal care products through our ingredients. With our ‘One Diya, One Tradition’ campaign, this year, we aim to highlight the importance of honoring our traditions and creating bonds among diverse communities, thereby lighting up our lives and contributing to the festive glow of the entire nation.”
The “One Diya, One Tradition” campaign exemplifies Meera’s dedication to preserving India’s heritage and creating meaningful celebrations that bring communities together.