Swiss Beauty has unveiled its latest campaign, #SajDhajKe, a tribute to the confident and self-assured new-age bride who takes charge of her wedding day with grace and determination.
Conceptualized by ad agency Thrive, the campaign’s centerpiece is an engaging film that captures the modern bride navigating the joy and chaos of wedding preparations. Far from being a passive participant, she is a multitasker and the driving force behind her celebration. From managing professional calls and directing decorators to assisting friends with makeup and sharing heartfelt moments with family, she embodies the essence of the modern woman—capable, vibrant, and deeply connected to her roots.
Amidst the whirlwind of activities, however, something feels missing—“that Shaadi Wali Feeling.” It isn’t until she catches a glimpse of herself in the mirror, adorned in Swiss Beauty makeup, that the magic of her transformation strikes her. With her radiant bridal glow, the realization dawns: “Ladki jab sajti hai, tabhi dulhan lagti hai.”
To amplify the impact of #SajDhajKe, Swiss Beauty is collaborating with influencers who will share unique takes on modern-day brides (#BridesAajKal), weddings (#WeddingsAajKal), and bridesmaids (#BridesmaidsAajKal), bringing the campaign closer to a diverse audience.
Vidushi Goyal, CMO, Swiss Beauty, said, “At Swiss Beauty, we are passionate about celebrating the evolving roles of women in every facet of their lives. For the #SajDhajKe campaign, we have found our muse in the modern bride—an empowered woman who takes the reins of her wedding and balances tradition with a contemporary outlook. This campaign is not just about the bride but also how weddings have transformed from yesteryears to today, but what continues to stay at its core is the bride & her D-Day look.”
As seen in the campaign video, the Swiss Beauty product range for the wedding season includes high-performance products, including long-lasting lipsticks, smudge-proof mascaras, and much more suited for extended wear during celebrations. The brand also offers exclusive gift sets for bridesmaids, allowing brides to share the joy of beauty and create lasting memories with their loved ones during this special occasion.
