In India, rituals stand as the threads that weave families together, creating a rich narrative of shared experiences and cherished memories. For Deepavali, Kanakavalli, the distinguished Kanjivaram saree brand, invites us to immerse ourselves in their enchanting campaign titled 'Little Rituals of Deepavali', a celebration of the poignant beauty inherent in South Indian family customs. Deepavali, the festival of light, resonates differently across India, with diverse meanings and practices. In this season of celebration, Kanakavalli delves into the Deepavali customs of South Indian families, unveiling a series of rituals that unfold from the eve of the festival to the break of dawn.
The campaign is a visual exploration of the emotions and traditions that bind families together during the festival of light. Focusing on the intricate preparations and cherished family customs leading up to Deepavali, Kanakavalli's lens captures the growing excitement and delight that accompany these Little Rituals. As the journey unfolds, we witness the buzz of activity on the eve of Deepavali, with women crafting special rice paste to draw yezhakolams, ushering prosperity into the home through intricate line drawings. Grandmothers, the custodians of family recipes, take center stage in the bustling kitchen, preparing special oils and herbal digestives like lehiyam, and filling the house with aromatic spices and herbs.
The Little Rituals of Deepavali continue with the anticipation of young girls as they decorate their hands and feet with marudhani, a paste of fresh marudhani leaves, not just for aesthetics but also to relieve stress and cool nerve endings. The hours before dawn witness the household coming to life, with children waking to the sound of rain, marking the beginning of a festive day. The nalangu ceremony, where a bright red paste of sunnambu and turmeric is applied to the feet of family members, becomes a heartwarming tradition, accompanied by traditional songs and laughter. The ennai sastra ritual follows with the warming of oil prepared the night before, creating a moment that beautifully combines health preservation with celebration.
Kanakavalli's campaign captures these moments in a visual symphony, showcasing classic kanchi cotton saris and handcrafted fabrics in a setting that echoes the interconnectedness of family rituals. The visual narrative moves through the rituals, including the marking of new clothes with turmeric, the Ganga snanam oil bath at dawn, and the final preparations for the festival's traditional sweets and savouries. As the family comes together to light the brass lamp, symbolizing the triumph of light over darkness, Kanakavalli's campaign encapsulates the emotional depth and beauty of Deepavali's Little Rituals. Through the lens of creativity, photography, and design, the campaign immortalizes the cherished moments that make the festival not just an event but a reflection of family, culture, and tradition.
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