Fem challenges stereotypes this Karwa Chauth with rapper Agsy

New Delhi: Fem, a skincare brand from Dabur India, has launched a new campaign for Karwa Chauth featuring rapper Agsy. The campaign explores how traditional rituals can evolve with time, presenting a perspective where devotion coexists with individuality.

Through the campaign, Agsy embodies a modern viewpoint, encouraging women to approach Karwa Chauth on their own terms. The film highlights self-expression, confidence, and personal choice, presenting rituals as a matter of individual preference rather than obligation.

Virat Khanna, Marketing Head, Skincare, Dabur India, said, “At Fem, we’ve always believed that a woman’s glow goes far beyond the surface - it’s a reflection of her confidence, her choices, and her strength.”

Jasleen Kohli, DGM, Dabur India Ltd, added, “The true glow of feminism comes from women owning their voice and choices. Digital has become the new stage for that empowerment, where self-expression fuels confidence. This campaign celebrates that unapologetic glow.”

Khanna further said, “This Karwa Chauth, we’re proud to celebrate women who fast for love yet feast on freedom, embracing rituals in their own unique way. With Fem, we’re not just enhancing glow; we’re championing the spirit of self-expression and empowerment that truly defines today’s woman. 

Our Karwa Chauth campaign reflects Fem’s core philosophy - that a woman’s true glow is revealed when it’s fuelled by confidence. Collaborating with Agsy allowed us to express this duality beautifully, blending tradition with individuality.”

The campaign positions Fem as a platform to encourage conversations about freedom, equality, and personal choice alongside cultural traditions. By highlighting women who celebrate rituals in ways that reflect their individuality, the brand emphasises the connection between self-expression and confidence, presenting a modern interpretation of Karwa Chauth.

Watch the campaign films: