Campaign Overview
Khattri Aromas has introduced the #NaamKyaHai initiative during the Navratri festival, aiming to bring attention to women whose quiet strength sustains families, communities and generations but whose names often remain unrecorded. The brand frames the campaign around the question “To Every Woman the World Forgot to Name,” encouraging a broader conversation about recognizing everyday expressions of Shakti beyond mythological symbolism.
Creative Element
The centerpiece of the initiative is a short film titled “When Shakti Has No Name, But Leaves a Legacy.” The film draws a parallel between fragrance—an olfactory trigger of memory—and the enduring, though often unseen, impact of women’s actions, values and relationships. By invoking the brand’s philosophy “Legacy in Every Drop,” Khattri Aromas underscores that a woman’s influence, like a scent, may be subtle yet lasting.
Cultural and Philosophical Context
The campaign references the Sanskrit verse “यत्र नार्यस्तु पूज्यन्ते, रमन्ते तत्र देवताः,” highlighting the cultural belief that societies honoring women are blessed. It positions the initiative as a reminder that respect for women should extend beyond the festive period into everyday attitudes, opportunities and actions.
Intended Impact
Khattri Aromas hopes the film and accompanying messaging will spark dialogue, prompting audiences to acknowledge and celebrate the contributions of women who often work without public applause. The brand suggests that while a name may be forgotten, the legacy of such women endures.
Disclosure Note
The press release is issued under an arrangement with NRDPL, and PTI disclaims editorial responsibility for the content.