How Brands Embraced the Spirit of Chhath Puja

Chhath Puja, celebrated just a week after Diwali, is a four-day festival dedicated to the Sun God that has grown far beyond its roots in Bihar and Jharkhand. Today, it holds cultural and commercial importance for Biharis globally, with vibrant celebrations in cities like New York, Florida, and Toronto. Many Biharis fondly say, “The real festival begins after Diwali.”

As brands begin to recognize the influence of the Indian diaspora, many still overlook the vast impact and significance of Chhath Puja. No longer just a regional celebration, Chhath now resonates with an estimated 150 million devotees across India, carrying emotional and cultural significance comparable to Diwali and bridging generations and communities alike.

According to the 2011 Census, around 9.3 million people migrated from Bihar across India since 2001, leading to new Chhath Puja festivities in metros like Delhi, Mumbai, Chennai, and even parts of Punjab. This expanding diaspora has transformed Chhath into a festival of national relevance, offering an untapped opportunity for brands to engage with a diverse, devoted audience.

Let's take a glimpse at how brands celebrated this festival.

Sunfeast Marie Light

ITC Aashirvaad

In celebration of the auspicious festival of Chhath Puja, ITC Aashirvaad, has collaborated with renowned Madhubani artist, Padma Shri Smt. Dulari Devi. This special partnership includes an exclusive workshop where Smt. Dulari Devi shared her expertise in the traditional Madhubani art form.

View this post on Instagram

A post shared by ?????????? (@aashirvaad)

Foutune