From skincare to scooters: How brands are embracing Chhath Puja this year

Chhath Puja, a rigorous four-day festival dedicated to the Sun God (Surya) and Chhathi Maiya, is deeply embedded in the cultural and economic fabric of Bihar, Jharkhand and Uttar Pradesh. Marked by holy dips, absolute fasting and traditional offerings, it is a period of immense devotion. For advertisers, this highly engaged regional market represents a massive commercial opportunity.

This year, brand participation during Chhath expanded significantly. Moving past the usual FMCG announcements, the marketing landscape witnessed creator-led campaigns, connected TV (CTV) pushes and even Gen-Z beauty regimens, proving the festival’s growing commercial and cultural significance.

The FMCG & Staples Core Staples naturally take centre stage during a festival revolving around prasad. Aashirvaad Atta moved away from conventional product boasting, opting instead to narrate the story of Chhath. The brand highlighted its utility in preparing roti and sabzi for Nahay Khay, kheer and roti for Kharna, and making the essential thekua prasad.

https://www.instagram.com/reel/DfrCNSozu82/?srtk=MTI0Mjk4czhvdHVjbw==

Similarly, long-time participant Sunrise Masala collaborated with Bihari creators to promote their satvik masala, positioning it as ideal for the famous lauki ki sabzi and the post-sunrise meal cooked on the final day.

https://www.instagram.com/reel/DfZImwpgq-o/?exln=ZWV3ZWl6MXN3NGVi

Fortune Foods also tapped into the regional creator economy, partnering with influencers like 'Bihari Mai' to showcase thekua made with Fortune oil and atta.

https://www.instagram.com/reel/DfrkYSAv0Nm/?srtk=MW8xeDl4ajVzbjgzZw==

In the beverage category, Tata Agni Tea collaborated with food creators to position chai as a post-dip emotion. After standing in cold water at the ghats, devotees crave tea, making it a clever contextual integration. 

https://www.instagram.com/reel/DfkHxMppiXY/?xtok=MW83ZHZkNHh0dTQ5OA==

Meanwhile, Anmol released a touching film portraying the strength of fasting. It shows a young boy waiting patiently to eat his biscuits until the household prayers are over, highlighting the festival's deep-rooted discipline.

https://www.instagram.com/reel/DfouB7BgfHN/?rpxt=aGx1YjlycDA5Zm8=

In the health and immunity space, Dabur Chyawanprash rolled out a well-produced CTV ad demonstrating how Chyawanprash brings goodwill and is integral to a child’s wellbeing during the changing season and festive rigour.

https://www.instagram.com/reel/DfrK9vFRg_9/?cplk=a3Q3MnJweXlxZnZj

E-commerce & Retail Drive Digital commerce platforms also actively localised their offerings. Shoppsy app highlighted the convenience of finding every Chhath essential—from ghee and coconuts to specific leaves (patta)—directly on their app.

https://www.instagram.com/reel/Dfmw-Dwp2tO/?vrfl=aXA1bjd0MGRnOHhh

Offline retail giant Smart Bazaar positioned the post-Diwali winter arrival as the perfect occasion for families to sit together and shop for the season.

https://www.instagram.com/reel/DfrD8OSyuZC/?dlrf=M3l5eDk1OTU4MGk3

Lifestyle, Apparel & Jewellery Integration Festive wear is another high-engagement category. Lakshmipati Sarees executed a smart integration through the popular content studio TVF. In a dedicated series, they seamlessly showcased the tradition of women changing into fresh Lakshmipati sarees after every holy dip.

https://www.instagram.com/reel/DfjzLx0RKJM/?xtok=MTd1YzIybjJ5aHZrZA==

Parle-G set a high benchmark in this narrative storytelling space with their nitty-gritty Chhath film last year.

https://www.instagram.com/reel/DPvyrPmgkAh/?exln=MXd6Z251MnZzZ2oyZw==

Jewellery brands leaned heavily on regional celebrity equity. Kalyan Jewellers collaborated with Neelam Giri to depict a young daughter-in-law celebrating her first Chhath and receiving a gift from her mother-in-law.

https://www.instagram.com/reel/DfXW4X-RiSN/?mdxt=MW9iOG16aXAwbHowNg==

Indriya brought in Rinku Ghosh, a Bengali actress, and a prominent face in the TV serials to connect with the audience.

https://www.instagram.com/reel/DfjzRF_ScyX/?rpxt=MWIwMWYycGdsOXBtNg==

The Gen Z & Disruptor Entrants Perhaps the most interesting shift this year was the entry of brands outside the traditional festive mould. Gen-Z coded beauty brand Plum Goodness collaborated with digital creator 'Wonder Biharan'. The creator showcased a rigorous festive skin prep routine using a Cetaphil cleanse, milky toner and Plum moisturiser, highlighting that a healthy skin barrier is the best base for festive makeup.

https://www.instagram.com/reel/DfocNQENiO0/?xtok=MXdmYmZxdzdsaWVqZg==

In the automotive sector, Hero MotoCorp launched an interactive campaign accompanied by a new festive song, encouraging users to upload a selfie with their scooter.

https://www.instagram.com/reel/DfXI-LhTuI-/?vrfl=MWdmdHZkOW5kOTF5cQ==

Finally, Titan World collaborated with RJ Anjali from Mirchi for a two-part series where she explained the four days of Chhath, seamlessly integrating Titan into the grand celebration in a micro series format. 

https://www.instagram.com/reel/DfXI-LhTuI-/?mdxt=MWdmdHZkOW5kOTF5cQ==

Ambuja Cement under the Adani portfolio also released a targeted CTV ad, drawing a parallel between the festival starting at home and the foundation of a strong house.

https://www.instagram.com/reel/DfroFQ5yGq3/?xtok=ajdmaTBienVrdzMz

This year’s Chhath Puja campaigns demonstrate a clear shift in regional marketing. Brands are moving away from superficial greetings toward deep cultural integration and targeted creator collaborations, aiming for stronger engagement and commercial conversion in the lucrative Hindi heartland market.