Indian skipper, Virat Kohli recently spoke about his favorite looks for the festive season as he launched a Diwali campaign called – India Ethnic Week – by Manyavar.
He announced the campaign on social media; where he urged people to wear Indian Ethnic wear on all 5 special days of Diwali, which comprise the days of the India Ethnic Week as well – Dhanteras, Choti Diwali, Diwali, Milni and Bhai Dooj!
The thought behind India ethnic Week is rooted in the fact that Diwali isn’t just a day-long affair; preparations start in advance. The festivities also begin two days before Diwali, from Dhanteras onward and go on till two days after Diwali, till Bhai Dooj. Each day has its own set of religious rituals, social customs, traditions and fun; being dressed in ethnic wear, adds to the #FestiveWaaliFeeling. In the campaign film, Virat puts it aptly when he says, “Diwali ka asli mazaa toh ethnic mein hi aata hai!”
Manyavar has planned a multi-media campaign to amplify India Ethnic Week. It plans to scale up India Ethnic Week celebrations over the years to come.