The #TheKarwaChauthPause campaign swaps tempting food visuals for supportive content, standing in solidarity with those fasting.
Masterchow, the Asian food brand, in collaboration with creative agency tgthr, has introduced a unique social media initiative for Karwa Chauth – India’s first-ever ‘visual fast’.
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Titled #TheKarwaChauthPause, the 12-hour campaign replaced Masterchow’s usual appetizing food posts with intentionally unappetizing visuals. The move was designed to support fasting individuals, recognizing that even glimpses of delicious dishes online can challenge willpower.
The campaign featured humorous anti-craving posts and videos from CEO Vidur Kataria, encouraging followers to stay strong until moonrise.
“Masterchow is all about good food, but on Karwa Chauth, we wanted to shift the focus from the feast to the fast.#TheKarwaChauthPause is our way of showing solidarity and creating a social movement that celebrates resilience, even in the digital space,” said Vidur Kataria, Founder & Director, Masterchow.
Aalap Desai, CCO & Co-founder, tgthr, added, “The idea was to flip the usual food advertising narrative. By creating a ‘visual fast’ with purposely unappetizing shots, we helped our audience feel supported in their journey. It’s about brands participating in the ritual, not just selling products.”
The initiative combines cultural sensitivity with humor, demonstrating how brands can authentically engage audiencesby respecting their experiences, rather than relying solely on traditional marketing.
