Featuring Seema Pahwa and Mahathi Ramesh, the four-minute Diwali film ‘Ghar Aayi Lakshmi’ questions the unwritten ‘families only’ rule in urban housing
Indian ethnic wear brand Sabhyata has unveiled its Diwali campaign, ‘Ghar Aayi Lakshmi’, highlighting the discrimination and social biases single working women face while seeking rental accommodation in urban India.
Featuring actors Seema Pahwa and Mahathi Ramesh, the four-minute digital video commercial (DVC) questions the unwritten ‘families only’ rule followed by some landlords and housing societies. The campaign draws attention to the stereotypes that often influence decisions about who is considered a suitable tenant.
Using the context of Diwali, a festival associated with welcoming prosperity and Goddess Lakshmi into homes, the film highlights the contradiction between celebrating the spirit of acceptance and imposing restrictions on independent women seeking a place to live.
Campaign Questions ‘Families Only’ Housing Norm
Through an everyday housing situation rather than an overt confrontation, the campaign seeks to initiate a conversation about the challenges faced by women who choose to live independently.
Anil Arora and Pankaj Anand, co-founders of Sabhyata, said the campaign reflects the brand’s belief in women having the freedom to choose their own paths.
They said the initiative aims to highlight the difficulties single working women encounter while looking for homes and encourage society to welcome them without prejudice. Being an independent, working woman, they emphasised, should not become a barrier to securing rental accommodation.
From Workplace Inclusion To Housing Acceptance
Chayan Verma, Head of Marketing at Sabhyata, said the brand’s previous Diwali campaign in 2024 focused on making workplaces more welcoming for mothers. This year, the focus has shifted to housing and the acceptance of women who choose to live independently.
Verma said women who earn their livelihoods and can afford their rent deserve the same welcome and respect associated with Goddess Lakshmi during Diwali.
He added that the campaign seeks to highlight how the true spirit of society is reflected not only in the traditions people celebrate but also in the doors they open to others.
Campaign Highlights Wider Challenges Faced By Single Women
The campaign also draws attention to the wider social context of independent living in India. According to the 2011 Census, the country had approximately 72 million single women. While the figure is historical, it provides context to the challenges and social attitudes that women can encounter when seeking independent accommodation.
Manish Sharma, writer and director at P Se Picture, said the film explores the biases women face through an everyday situation, rather than relying on overt confrontation.
Fifth Diwali Campaign Since 2018
‘Ghar Aayi Lakshmi’ marks Sabhyata’s fifth Diwali campaign since 2018. The brand continues to use its festive campaigns to highlight issues concerning women’s inclusion and acceptance.
Founded in 2003 by Anil Arora and Pankaj Anand, Sabhyata has a retail presence across more than 130 stores in over 35 cities and 25 states. Its portfolio includes ethnic wear such as kurta sets, kurtas, kurtis, dresses and co-ord sets.
The latest campaign film is available on the brand’s YouTube and Instagram channels.
