Campaigns

Zouk makes a statement this Karwa Chauth with a giant traditional channi

Playing on the association between Karwa Chauth, marital bliss and thoughtful gifting, the tagline encourages husbands to celebrate their partners with gifts that express love and appreciation.

Published

November 3, 2026

M4G Bureau

What if there were a world record for the biggest channi ever made? Zouk might just have a contender. This Karwa Chauth, the proudly Indian, 100% vegan and cruelty-free lifestyle brand is taking a beloved festive tradition to larger-than-life proportions with a 40-foot billboard featuring a striking 15-foot 3D channi. Executed in collaboration with Laqshya Media, the innovative outdoor activation brings a playful twist to one of India’s most recognisable festive rituals.

An integral part of Karwa Chauth celebrations, the channi is traditionally used by women to view the moon and their husbands before breaking their fast. Reimagining this familiar symbol on an extraordinary scale, Zouk transforms a cherished ritual into an eye-catching outdoor installation that brings together cultural relevance, humour and creative execution.

Adding to the spectacle is the campaign’s witty message, “Pati’s who gift Zouk, stay sukh.” Playing on the association between Karwa Chauth, marital bliss and thoughtful gifting, the tagline encourages husbands to celebrate their partners with gifts that express love and appreciation. Because when it comes to making a gesture memorable, Zouk believes a little thought and perhaps a little extra sukh – goes a long way.

Speaking about the campaign, Disha Singh, Founder of Zouk, said, “Festivals like Karwa Chauth celebrate love, traditions and the little gestures that make relationships special. We believe thoughtful gifting is about making someone feel seen and appreciated. With this campaign, we wanted to bring that sentiment to life in a fun, distinctly Zouk way, with a channi that’s impossible to miss!”

The activation reflects Zouk’s approach to festive marketing, where cultural insights meet unexpected creative ideas. In collaboration with Laqshya Media, the brand has turned a familiar festive element into a larger-than-life visual experience, demonstrating how outdoor advertising can move beyond conventional formats to create memorable brand moments.