Swiss Beauty, India's rapidly growing beauty and cosmetics brand, has launched its latest campaign, #SajDhajKe, celebrating the new-age bride who confidently takes charge of her wedding day. At the heart of the campaign is a lighthearted yet impactful ad film that follows her journey as she navigates the joy and chaos of wedding preparations.
She is not just a bride—she is a multitasker, a planner, and the life of the celebration. From balancing professional calls to directing decorators, assisting her friends with makeup, and stealing moments of laughter with her family, she embodies modern womanhood in its truest form.
However, even in the midst of this whirlwind, something feels incomplete—the emotional realisation of her moment. But when she finally catches a glimpse of herself in the mirror, glowing with Swiss Beauty makeup, she is struck by the realisation: "Ladki jab sajti hai, tabhi dulhan lagti hai" (Only when the girl adorns herself does she truly become the bride).
To extend the campaign’s reach, Swiss Beauty has partnered with leading influencers to share their interpretations of modern brides (#BridesAajKal), weddings (#WeddingsAajKal), and bridesmaids (#BridesmaidsAajKal). These collaborations aim to highlight the shift from traditional stereotypes to contemporary wedding trends, underscoring the message that beauty isn’t just about appearance, but about embracing change and individuality with confidence and grace.
Vidushi Goyal, CMO of Swiss Beauty, said, "At Swiss Beauty, we are passionate about celebrating the evolving roles of women in all areas of their lives. For the #SajDhajKe campaign, we found our muse in the modern bride—an empowered woman who takes control of her wedding while blending tradition with a modern outlook. This campaign is about more than just the bride; it reflects how weddings have transformed over the years. Yet, at its core, the bride and her special look remain unchanged."
The campaign video showcases Swiss Beauty’s product range for the wedding season, featuring high-performance items such as long-lasting lipsticks, smudge-proof mascaras, and other essentials designed for extended wear during celebrations. The brand also offers exclusive gift sets for bridesmaids, allowing brides to share the joy of beauty with their loved ones and create lasting memories on this momentous occasion.
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