Sabhyata has launched ‘Ghar Aayi Lakshmi’, a Diwali campaign that turns the spotlight on the housing bias single working women often face in urban India. The four-minute digital video commercial stars Seema Pahwa and Mahathi Ramesh and questions the informal ‘families only’ rule followed by some landlords and housing societies.
The film draws on the Diwali tradition of welcoming Goddess Lakshmi into the home, and contrasts that symbolism with the closed doors many independent women meet while looking for a place to live. Director Manish Sharma of P से Picture said the story explores bias through an everyday situation rather than an overt confrontation.
Sabhyata’s co-founders, Anil Arora and Pankaj Anand, said the brand stands for women who live with grace and choose their own path, and hope the festival encourages society to accept every woman. Head of marketing Chayan Verma added that a woman who earns her own living and pays her own rent is no threat, and deserves the same welcome associated with Lakshmi. The campaign also cites the 2011 Census, which counted about 72 million single women in India.
‘Ghar Aayi Lakshmi’ is Sabhyata’s fifth Diwali campaign since 2018. Its 2024 film focused on mothers at the workplace, while this year’s shifts to housing. The DVC is available on Sabhyata’s YouTube and Instagram channels. The brand has over 130 stores across 35+ cities and 25+ states, selling women’s ethnic wear for everyday and festive occasions.
