Devi Campaigns: more than a trend, a mirror

This Navratri, like every year, Devi seems to be the flavour of the month for many brands. From the contemplative sanctuaries with their ritual-inspired storytelling, to the bold, identity-asserting imagery, brands are invoking the feminine divine in powerful ways. But what makes these campaigns resonate is not just their aesthetics—it’s the reminder they hold up to us.

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Over the past few years, in conversations with women from every walk of life—senior executives, filmmakers, entrepreneurs, artists, homemakers, mothers, and women navigating marriage, singleness, dating, or solitude—I’ve noticed a common fracture line. No matter the embellishments of outer success or varying thrills of life's many adventures, the thread that unravelled most often was our relationship with self-esteem. Most of us can do better and strengthen this relationship before any other.

Many, in some way, have inherited an unkind script about ourselves—and when we believe it, it quietly weakens our sense of self. This is where the Devi metaphor finds its real meaning. She is not just a figure on a poster or a muse for design. She is a force within us—one that demands we value, accept, and respect ourselves first. Because nothing—relationships, careers, art, enterprises—can be built on shaky ground.

And our ancient stories remind us of this truth. Navratri is not just about a celebration—it is also a retelling of how Ma Durga rises to face what nothing else can. The restlessness, illusions, arrogance, and greed that pull us apart are not stilled by reason or restraint; they dissolve only when Shakti awakens. Every diya we light, every chant we whisper, becomes less a ritual and more a way of steadying her weapons of clarity and courage.

When she rises within us, illusion is pierced, arrogance loosened, restlessness quietened, and fear met with a roar. And so, if the chaos of self-doubt or any form of negativity takes hold, Navratri reminds us again: it is only when the Devi rises that the shadows finally fall.

This is how brand campaigns themed on Devi can shape new mindsets. Not because they are trendy, but because they tap into the cultural currency of the masses to reflect a spiritual truth we often forget: there’s a Devi in each of us. This Navratri, let’s love what we see in the mirror more than ever. Let’s unlock our creative potential led not by force or fear, but by inspiration and courage.

We owe it to her. (And men—you too must, tune within :))