Navratri is a time of faith, devotion and new beginnings, with rituals that have remained an integral part of Indian homes across generations. This festive season, AuraCam, a brand from SVD PineChem, has unveiled ‘Shubh Shuruat‘, a digital film that brings the spirit of the festival to life through a contemporary visual narrative.
Featuring moments of prayer, the lighting of the aarti flame and the burning of pure camphor, the film captures the anticipation and devotion of Navratri while highlighting how camphor is familiar part of daily puja, evening aartis and home cleansing rituals, traditionally used to create an auspicious atmosphere, invite positive vibrations and honour Goddess Durga. Through ‘Shubh Shuruat’, AuraCam brings these everyday practices into a contemporary festive narrative, celebrating their enduring place in homes across generations.
As a brand with a strong presence in the camphor category, AuraCam wanted to celebrate this enduring connection through ‘Shubh Shuruat’ and present a familiar ritual in a way that resonates with today’s audiences.
With Shubh Shuruat, AuraCam invites audiences to welcome Navratri with faith, tradition and an auspicious start, while celebrating the rituals that make the festive season special.
Watch the campaign
Commenting on the campaign, Vivek Dujodwala, Managing Director, SVD PineChem, & AuraCam said, ‘’Pure Camphor has held a meaningful place in Indian worship for generations, particularly during festivals such as Navratri, where it is associated with purification, light and surrender to the divine.
