In what can be described as a first of its kind representation, Dabur's advertisement shows a lesbian couple keeping Karwa Chauth 'fast' for each other.
A Hindu festival, Karwa Chauth is observed by married women for the 'safety, prosperity, happiness, and the long-lasting lives' of their husbands.
The video of the ad shows two young women preparing for their first Karwa Chauth with one applying the brand's bleach on the other's face. Both ask each other why they are fasting.
One of them replies 'unki khushi ke liye' (for their happiness), while the other says 'unki lambi umar ke liye' (for their long life).
They are provided with ethnic clothes by another woman to wear during the festival, who calls their preparation 'impressive' and says that the clothes will compliment the 'golden glow' of the skin.
In the next scene, however, reveals that it is actually they themselves who are each other's partners.
People appreciated the advertisement while also calling out those admonishing the ad over the LGBTQIA+ representation.
Some handles even questioned those who said that their religious beliefs were hurt by the promotion.
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