Kolkata, 10 October 2025: Fem, India’s leading fairness brand from the House of Dabur, has launched a powerful new campaign this Karwa Chauth that redefines traditional celebrations through the lens of individuality, freedom, and self-expression. Featuring Hustle fame rapper Agsy, the campaign breaks stereotypes by portraying Karwa Chauth as a festival where love and devotion coexist with confidence and choice.
Through bold lyrics and a vibrant performance, Agsy channels the spirit of the modern woman — one who embraces rituals on her own terms while celebrating her identity. The campaign highlights Fem’s evolving narrative that beauty is more than skin deep — it’s about strength, choices, and the courage to be oneself.
“At Fem, we’ve always believed that a woman’s glow goes far beyond the surface — it’s a reflection of her confidence, her choices, and her strength,” said Mr. Virat Khanna, Marketing Head – Skincare, Dabur India Ltd.
“The true glow of feminism comes from women owning their voice and choices. This campaign celebrates that unapologetic glow,” added Jasleen Kohli, DGM, Dabur India Ltd.
Blending cultural heritage with contemporary expression, the campaign encourages women to celebrate love while also celebrating their independence.
“This Karwa Chauth, we’re proud to celebrate women who fast for love yet feast on freedom — embracing rituals in their own unique way. Collaborating with Agsy allowed us to beautifully merge tradition with individuality,” Mr. Khanna added.
With this campaign, Fem positions itself not just as a skincare brand, but as a symbol of empowerment and femininity. By collaborating with Agsy, Fem brings forward a message that resonates deeply with the modern generation — that the real glow comes from confidence, self-expression, and the freedom to choose.
🎥 Watch the campaign film here: https://youtu.be/3yNV1eV942U?si=uok0CIF6Gy4VSCy-
