Meera, a flagship 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 by encouraging them to participate in meaningful traditions, such as the Ennai Kuliyal (oil bath) ritual with Meera Herbal Powder. In a world where Diwali is often celebrated through social media, Meera’s campaign reminds audiences that true celebration lies in the warmth of lit lamps, the laughter of loved ones, and the cherished rituals, not in filters or feeds.
The digital film at the heart of the campaign portrays a heartfelt moment between a mother and daughter as they reconnect through the oil bath ritual. 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 Diwali as a celebration of heritage, love, and family bonds. The campaign is being amplified across Meera’s digital and social media platforms, engaging audiences around festive self-care. By spotlighting the oil bath ritual, the brand celebrates its health, emotional, and cultural significance as a cherished festival practice.
The campaign’s emotive storytelling, nostalgic tone, and rich visuals bring alive real memories of Diwali, such as the scent of herbal powder, the glow of diyas, and the laughter of loved ones gathered. The campaign is a gentle cultural reawakening, reminding audiences that true beauty is felt, not filtered. With this campaign, Meera aims to encourage audiences to rediscover the true essence of Diwali and make it a celebration of meaningful traditions and cherished rituals.