How brands are weaving cultural storytelling into Chhath Puja campaigns

As the sun rose over the ghats marking the conclusion of Chhath Puja, the riverbanks gleamed not just with the devotion of lakhs of worshippers but also with the colours of brand storytelling. Boats adorned with banners of Surya Gold Tea and Aditya Birla UltraTech Cement floated alongside devotees preparing to offer arghya to the rising sun.

After two days of neejala vrat—a fast observed without food or water—many vratis broke their ritual with river water followed by a warm cup of tea. This deeply symbolic moment became a touchpoint for brands eager to weave their narratives into the cultural fabric of India’s most spiritually resonant festival.

From emotional storytelling to on-ground activations and digital experiences, this year’s Chhath Puja turned into a vibrant marketing mosaic where brands found creative ways to honour tradition while speaking to modern audiences.

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Parle’s Heartwarming Ode to Togetherness

Among the most talked-about campaigns this year came from Parle, which struck an emotional chord with a beautifully crafted short film celebrating the spirit of family and inclusion.

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The advertisement opens with a family preparing for Chhath Puja rituals at the ghat. A pregnant woman, visibly disheartened after being asked to stay home to avoid the crowd, becomes the focus of the story. Noticing her disappointment, her young nephew decides to lift her spirits in a heartwarming way. With the help of his friends, the boy builds a small makeshift ghat outside their home using mud and water, allowing his aunt to perform the rituals safely.

The moving gesture reflects love and empathy, highlighting the true meaning of togetherness during festivals. Parle-G biscuits feature subtly in the ad, as the boy shares them with his aunt and friends while they enjoy the moment together. The commercial ends with the poignant message: “Genius is finding happiness in the happiness of others.”

This delicate blend of emotional storytelling and brand presence underscores how regional festivals like Chhath Puja have become fertile ground for brands to forge authentic connections that go beyond conventional advertising.

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Bank of Baroda’s Musical Devotion

Bank of Baroda also struck a culturally rich note with its musical tribute to Chhath Mahaparv, blending faith, art, and emotion.

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Chhath Mahaparv, one of India’s most sacred festivals, is celebrated with deep faith across Bihar, Jharkhand, and eastern India. Symbolising purity, gratitude, and the bond between humans and nature, it represents India’s spiritual heartland. Bank of Baroda partnered in a cultural initiative that brought to life the rituals and emotions through a soulful musical tribute. The song, rich in devotion and visual splendour, garnered over three lakh views in just 24 hours.

Speaking on the association, Suresh Gajendran, Deputy General Manager (Marketing & Branding), Bank of Baroda, said, “Bank of Baroda has always believed in celebrating India’s traditions and values that bind us together. Through this initiative, we are proud to support an effort that beautifully captures the spirit of devotion and cultural pride that the Chhath festival represents.”

The bank’s campaign did more than pay tribute—it reaffirmed the idea that financial institutions can serve as custodians of cultural identity, not merely economic facilitators.

Kalyan Jewellers: Adorning Faith with Love

Faith met artistry in Kalyan Jewellers’ Chhath campaign, which merged devotion, craftsmanship, and cinematic storytelling.

The brand rolled out a heartwarming digital film featuring actors Chhavi Pandey and Manas Shah, celebrating everyday devotion and togetherness. Set amidst the bustle of a household preparing for Chhath rituals, the film follows a couple as they navigate their tasks and faith, culminating in a tender moment when the husband gifts his wife a Kalyan necklace—a symbol of gratitude and shared belief.

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Beyond the film, Kalyan offered up to 50% off on making charges for its festive jewellery, reinforcing the connection between prosperity, beauty, and spirituality. With over 30 showrooms across Bihar, the brand continues to weave its legacy into regional celebrations, aligning trust and transparency with emotional storytelling.

The brand’s pieces—from the Regal Heritage Gold Necklace to the Surya Shringar Necklace—draw inspiration directly from the festival’s core elements: the sun, moon, river, and floral offerings. Each ornament becomes a metaphor for devotion, reminding consumers that jewellery can also be an extension of faith.

Crompton’s AI-Powered Tribute to Tradition

Innovation met emotion in Crompton Greaves Consumer Electricals’ AI-powered film “Jahan Crompton, Wahan Bharosa,” a campaign that beautifully aligned the brand’s utility with the festival’s essence.

The film illustrates how Crompton Pumps have been silent enablers of rituals—from providing uninterrupted water for arghya offerings to helping prepare thekua and kheer. By combining AI-generated visuals with nostalgic storytelling, the film connects generations through the brand’s long-standing promise of reliability.

Tanmay Prusty, Chief Marketing Officer, Crompton Greaves Consumer Electricals Ltd., shared, “Festivals like Chhath are built on tradition, gratitude and generations of trust that brings the family together on such special moments. We used Artificial Intelligence technology as a tool to showcase how Crompton Pumps has been your trusted companion through generations and traditions.”

The campaign line—“Peedhi dar peedhi, Crompton hai aapka Bharosemand Saathi”—summarises the emotional and functional duality of a brand that powers both homes and heritage.

Read On: Brands boost vernacular ad spends; Tier-II, III cities power festive growth

Pulse Candy Gamifies Devotion

Injecting a playful, youth-centric twist into the spiritual festival, Pulse Candy (DS Group) launched The Pulse of Festive Run: Chhath Edition, an interactive 3D runner game.

In this gamified world, players race through a virtual ghat, collecting ritual items like sugarcane, fruits, and diyas while avoiding obstacles. Pulse candies serve as digital power-ups, and each run ends with a personalised festive greeting—turning sacred symbolism into digital celebration.

“Pulse’s campaign blends joy, play, and faith,” says a DS Group spokesperson. “It’s about celebrating devotion while connecting with Gen Z through the platforms and languages they love most.”

Tata Tea Agni: Bihar’s Tikuli art form

Tata Tea Agni also celebrated the spirit of Chhath Puja by launching limited-edition festive packs inspired by Bihar’s 800-year-old Tikuli art form. Each pack artistically represents one of the four sacred days of the festival (Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya) reimagined under the guidance of Padma Shri awardee Ashok Kumar Biswas, who blended Tikuli and Mithila motifs to create intricate visuals.

Complementing the packs, the brand released a TVC that beautifully captures the devotion, family unity, and rituals of Chhath Puja, tying together art, culture, and community. Through this campaign, Tata Tea Agni reinforces its connection with regional heritage while paying homage to Bihar’s vibrant traditions.

ITC Aashirvaad Raj Masale: Merging Mythology with Messaging

ITC’s Aashirvaad Raj Masale took the digital route with a soulful storytelling campaign titled “Urja Ka Vardan – Chhath Ki Kahaniyaan.” It pays homage to devotion and tradition through a blend of audio stories, devotional music, and modern interactivity.

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Through this initiative, ITC blends devotion with digital accessibility. The brand’s WhatsApp chatbot brings Chhath ki Kahaniyaan, muhurat timings, and even Maithili Thakur’s devotional tracks directly to users’ phones, ensuring that the festival’s stories continue to reach every generation.

Faith, Commerce, and Cultural Continuity

The evolving tone of Chhath Puja advertising mirrors a broader trend across India’s festive marketing ecosystem. Brands are no longer limiting themselves to Diwali or Holi—they’re localising their communication, recognising the emotional power of regional festivals.

Whether it’s Surya Gold Tea serving tea to fasting devotees, or Pulse Candy turning rituals into a virtual race, these campaigns reflect how faith and marketing coexist harmoniously. As India’s advertising landscape matures, the focus is shifting toward authentic, culturally rooted storytelling—where emotion, community, and regional identity drive brand equity.

This year, Chhath Puja wasn’t just about the rising sun. It was about brands rising to the occasion—turning reverence into relevance, faith into feeling, and tradition into timeless storytelling.