SHREE’s ‘Shree Se Saji Diwali’ Campaign Draws on Maa Sita’s Journey
The seven-part festive campaign connects key moments from Maa Sita’s story with themes of strength, courage and dignity, alongside SHREE’s festive collection.
Women’s ethnic wear brand SHREE has launched its ongoing ‘Shree Se Saji Diwali’ campaign, presenting a seven-part creative interpretation of Maa Sita’s journey. The campaign connects moments from her story with the brand’s festive collection and celebrates qualities such as strength, dignity, courage and patience.
The campaign spans pre-Diwali storytelling, Dhanteras and Diwali celebrations, with activities continuing through the festive period. Its central narrative explores the journey before Maa Sita’s homecoming to Ayodhya, drawing parallels between her experiences and the qualities women demonstrate in their own lives.
Seven Chapters Celebrate Maa Sita’s Journey
The campaign unfolds through seven chapters, each highlighting a different quality associated with Maa Sita’s story.
It begins with Shakti, inspired by the story of Maa Sita lifting Lord Shiva’s bow, Pinaka, as a child. Rajsi Andaaz follows her wedding and arrival in Ayodhya. Next, Tyaag reflects her decision to accompany Shri Ram into exile, while Garima Aur Shaanti draws inspiration from her years in the forest.
The narrative then moves to Hausle Aur Saahas, which highlights her resolve in Ashok Vatika. Dhairya Aur Vishwas follows, leading to the final chapter, Jeet Aur Vijay, which celebrates her homecoming.
Each chapter connects its theme with festive looks through colour and styling. Individual hashtags give each creative a distinct identity while keeping the series connected through the campaign line, ‘Shree Se Saji Diwali’. A Maa Sita-themed reel, ‘From Shakti to Vijay… Har Roop Mai Shree’, brings the complete narrative together.
Campaign Connects Festive Fashion with Storytelling
Commenting on the campaign, Sandeep Kapoor, Founder & CMD, SHR Lifestyles Pvt. Ltd., the company behind SHREE, said, “Maa Sita’s homecoming is part of the Diwali story, but we wanted to look at the journey that came before it too. That gave us seven chapters, each centred on a quality such as strength, dignity, courage or patience. We connected these chapters with our festive collection through colour and styling, so the clothes became part of the story.”
Beyond the Maa Sita series, the campaign features creatives for Dhanteras, festive dressing, Chhoti Diwali and Diwali greetings. These focus on festive preparations, shared celebrations and dressing for traditional rituals. A separate Diwali reel is scheduled for release on 8 November.
Alongside the campaign, SHREE is offering festive discounts across its stores and online at byshree.com.
