Meera, a haircare brand from CavinKare, has launched a digital campaign called #DoItForTheFeelNotTheFeed to celebrate the true essence of Diwali. The campaign aims to reconnect Gen Z and millennials with the traditional essence of the festival, inviting them to return to meaningful traditions through the simple ritual of Ennai Kuliyal (oil bath) with Meera Herbal Powder. In a world where Diwali is often reduced to social media posts and filters, the campaign reminds audiences that true celebration lies in the warmth of lit lamps, the laughter of loved ones, and the celebration of tradition.
The digital film at the heart of the campaign portrays a heartfelt moment between a mother and daughter as they reconnect through the cherished ritual of oil bath. The campaign speaks to today’s generation, encouraging them to step away from their screens and rediscover the depth and meaning of cherished rituals. Meera’s message is clear: slow down, be present, and embrace the rituals that make Diwali truly meaningful.
According to Mr. Rajat Nanda, Business Head – Personal Care, CavinKare, the campaign embodies the essence of The Goodness of Tradition, weaving a heartfelt story of how the timeless ritual of haircare continues to connect generations. The campaign is being amplified across Meera’s digital and social media platforms, engaging audiences around festive self-care. By spotlighting the ritual of the oil bath, the brand celebrates its health, emotional, and cultural significance as a cherished festival practice.
The campaign is a gentle cultural reawakening, reminding audiences that true beauty is felt, not filtered. The film’s emotive storytelling, nostalgic tone, and rich visuals bring alive real memories of Diwali, such as the first oil bath, the scent of herbal powder, and the laughter of loved ones gathered. Overall, Meera’s #DoItForTheFeelNotTheFeed campaign is a heartfelt reminder to rediscover the true essence of Diwali and to celebrate the festival with meaningful traditions and rituals.