Brand’s Thought-Provoking Video Exposes Society’s Hidden Demons as We Prepare for Ravana Dahan

As the nation gears up to celebrate Dussehra with the symbolic burning of Ravana, a powerful video campaign has emerged, prompting society to take a deeper look within. By turning the spotlight onto society’s hidden demons, the campaign seeks to redefine the true meaning of the festival, urging us to burn away not just Ravana’s figures, but the evils that still persist in our lives. This thoughtful initiative has captured the essence of Dussehra beyond the traditional festivities. Rather than focusing solely on the external battle of good versus evil, the video encourages viewers to confront the inner battles we often ignore, especially those related to the treatment of women.

Shining a Light on Society’s Inner Darkness

The video opens with a seemingly innocent scene of a father performing the traditional act of washing his young daughter’s feet, treating her as a goddess. A curious young boy watches this act of reverence and asks his grandmother why his sister is being treated so specially. Her reply, “Girls are goddesses,” seems to fit seamlessly within the festival’s spirit. However, the scene takes a dramatic turn when the boy’s mother enters, her face marred by visible scars — a silent testimony to domestic violence. The boy, still puzzled, asks a question that cuts through the air like a blade: “If girls are goddesses, why does dad hit mom?” The question stuns the room into silence, exposing the uncomfortable truth about the hypocrisy that lingers within our homes. This video confronts viewers with a harsh reality: despite our cultural traditions that glorify women, we often fail to treat them with the respect they deserve in everyday life. Svastika does a remarkable job at challenging the audience to look beyond the rituals and confront the hidden demons — the prejudices and biases — that continue to exist in our society.

A Call for Self-Reflection This Dussehra

What makes this campaign stand out is its emphasis on self-reflection. It doesn’t just urge people to symbolically burn Ravana, the demon king; it calls for a deeper introspection into the evils we harbor within ourselves. The message is clear: the real enemy is not outside, but within our own actions, attitudes, and societal norms. By highlighting the contradiction between venerating women as goddesses and tolerating their mistreatment, the campaign asks a fundamental question — how can we claim to honor the divine feminine when we allow these hidden demons to persist? It’s a question that doesn’t just seek answers but demands action.

Amplifying the Conversation on Social Media

The campaign’s message has struck a chord across social media platforms, where conversations are brewing under the hashtag #AndarKaRaavan. The hashtag has inspired users to share their personal stories and reflections on confronting societal injustices. One post poignantly stated, “Dussehra is not just about burning Ravana but also about defeating the #AndarKaRaavan — the silent evil within us that feeds gender inequality and injustice.”

Subtle Yet Impactful Brand Presence

A key element of this campaign’s effectiveness is its restrained brand presence. Rather than overtly promoting itself, the brand has chosen to focus on the message, allowing the narrative to take center stage. This subtle approach has earned the respect of viewers who see the initiative as a genuine attempt to spark meaningful dialogue rather than a marketing ploy.

Reimagining the Festival’s Symbolism

As we prepare for Ravana Dahan this year, the campaign asks us to go beyond the ritualistic burning of the demon king’s effigy. It calls for a collective effort to address the deeper issues that plague our society, starting with the way we perceive and treat women in our own homes. The brand’s thought-provoking video encourages viewers to turn the festival into a moment of genuine reflection — a time to confront our hidden demons and commit to a path of true transformation. This Dussehra, the message is clear: the most important battle is the one we fight within ourselves. The campaign invites us all to join in this introspective journey and pledge to burn away not just the Ravana in the effigy but the prejudices, biases, and injustices that remain hidden within our hearts.