Masterchow, an Asian food brand, in collaboration with creative agency tgthr, has announced a 12-hour digital campaign titled #TheKarwaChauthPause, marking India’s first ‘visual fast’ on social media. The campaign was launched to coincide with Karwa Chauth, a festival observed by many through fasting.
On this day, Masterchow paused its usual content of appetising food visuals across its digital platforms. Instead, the brand posted what it described as 'unappetising food shots' and videos from CEO Vidur Kataria, aimed at supporting those observing the fast.
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“Masterchow is all about good food, but today, for Karwa Chauth, we wanted to show solidarity by shifting focus from the feast to the fast. The #TheKarwaChauthPause is our way of supporting the community and creating a social movement that puts celebration of resilience ahead of appetite—even in the digital space,” said Vidur Kataria, Founder and Director, Masterchow.
Aalap Desai, CCO & Co-founder, tgthr, added, “The idea was to flip the typical food advertising narrative. By creating the world’s first ‘visual fast showing purposely unappetizing food shots and pausing tempting content—we helped our audience feel seen and supported in their unique journey. It’s about brands participating in ritual, not just selling products.”
The campaign ran from the start of the day until moonrise.
