By Sharanya Dutta
On Karva Chauth yesterday, there was all kinds of craziness online—a Facebook page called Karva Chauth 2016 had an incredibly comprehensive list of dos and don’ts from “Sunrise to Moonrise” (their tagline) on this day of auspiciousness, hunger and subsequent low blood pressure.
From lists for men that weren’t ironic, and articles for NRI bahus with ‘chand timings’ from Baltimore to Los Angeles, there were also readymade biology-defying shayaris for creatively challenged souls and gift suggestions that included perfumes to make men smart. Reportedly, the Met department phones were also ringing off the hook, with calls from women about the time of moonrise.
No wonder everyone was bound to be jumping on the Karva Chauth advertisement bandwagon. Here are some of the ads by companies trying hard to cash into this festival.
1. This incredibly philanthropic effort by Ola was directed at starving women for free home-delivered mehendi.
2. A $30 facial is being advertised at a Neo Body Laser Clinic in Australia — “Hello, Family & Friends!…..Special Diwali and Karva Chauth festive Offer…Any facial for 1 hour only for $30 at Neo Body Laser Clinic…” The reach of sanskaar goes far.
3. With mehendi prices soaring upto Rs 2100 (depending on how late you get your mehendi done), it seems that free mehendi is the clarion call this Karva Chauth, like in this BIBA offer. BIBA doesn’t want your karva chauth ‘bridal best’ hangover to wear off — because the free mehendi offer is valid on 28th and 29th October, ten days after the actual festival.
4. A microbrewery in Ludhiana wants the women to go from starving to drunk in 30 seconds.
5. In a very egalitarian ad (there’s a pizza each), Domino’s gets in on the action.