SHREE’s ‘Shree Se Saji Diwali’ campaign draws on Maa Sita’s journey

Women’s ethnic wear brand SHREE’s ongoing ‘Shree Se Saji Diwali’ campaign presents a seven-part creative interpretation of Maa Sita’s journey, connecting moments from her story with the brand’s festive collection. The wider campaign spans pre-Diwali storytelling, Dhanteras and Diwali celebrations and will continue through Diwali.

The central idea looks at the journey before Maa Sita’s homecoming in Ayodhya. Through individual chapters, the campaign connects qualities associated with her story, including strength, dignity, courage and patience, with qualities women carry in their own lives.

The series opens with Shakti, drawing on the story of Maa Sita lifting Lord Shiva’s bow, the Pinaka, as a child. Rajsi Andaaz follows her wedding and arrival in Ayodhya. Tyaag reflects her decision to accompany Shri Ram into exile, while Garima Aur Shaanti draws on her years in the forest. Hausle Aur Saahas focuses on her resolve in Ashok Vatika, followed by Dhairya Aur Vishwas and, finally, Jeet Aur Vijay, marking her homecoming.

Each chapter pairs its theme with festive looks through colour and styling. Individual hashtags give the creatives their own identity while connecting them through the line ‘Shree Se Saji Diwali’. A Maa Sita-themed reel, ‘From Shakti to Vijay… Har Roop Mai Shree’, brings the narrative together.

Sandeep Kapoor, Founder & CMD, SHR Lifestyles Pvt. Ltd., the company behind SHREE, said, “Maa Sita’s homecoming is part of the Diwali story, but we wanted to look at the journey that came before it too. That gave us seven chapters, each centred on a quality such as strength, dignity, courage or patience. We connected these chapters with our festive collection through colour and styling, so the clothes became part of the story.”

Beyond the Maa Sita series, the campaign includes Dhanteras, festive dressing, Chhoti Diwali and Diwali greeting creatives. These feature festive preparations, shared celebrations and dressing for rituals. A separate Diwali reel is scheduled for release on November 8.

Alongside the campaign, SHREE is offering festive discounts across its stores, Marketplaces and online at www.byshree.com.