Hit or Miss? A Jamai Shashti Creative Campaign

In the Bengali household, Jamai Shashti is an event that most sons-in-law look up to with great expectations. The grand feast they are treated to by their mothers-in-law is one of its kind complete with enough pampering, love, and care. However, this special day does go for a toss for many who can’t make the time or for whom the specialty of the day has slowly waned with the passage of time. We as a creative agency took to highlight both these aspects of the occasion, whilst making the creative, that is, sons-in-law who get showered with love and care and also the ones who aren’t lucky enough to receive it.