AuraCam, a brand from SVD PineChem, has launched ‘Shubh Shuruat’, a digital film that celebrates the rituals and traditions of Navratri. The campaign places the humble camphor at the centre of the festival’s spiritual rhythm, reminding viewers of the role it plays in Indian homes.
The film moves through quiet, devotional moments: a prayer being offered, an aarti flame being lit and camphor burning in the diya. Together, these scenes show how camphor is used in daily puja, evening aartis and home cleansing rituals during the festive season. The campaign presents these practices through a contemporary visual narrative, while keeping their cultural roots intact. It also highlights how these customs are passed down, with the rituals visible across generations of Indian households.
Speaking about the launch, Vivek Dujodwala, managing director of SVD PineChem and AuraCam, said pure camphor has held a meaningful place in Indian worship for generations. During festivals such as Navratri, he noted, it is associated with purification, light and surrender to the divine.
Dujodwala added that, as a brand with a strong presence in the camphor category, AuraCam wanted to celebrate this enduring connection through ‘Shubh Shuruat’. The intent, he said, is to present a familiar ritual in a way that resonates with today’s audiences, while honouring the traditions that continue to shape how families welcome the festival.
