Starring Canadian influences Ankita Bhardwaj and Thanuska Subramaniam.
Every year in November, Diwali, a five-day Hindu religious festival, also known as Prakashotsav, takes place – and this year, Sipora Canada is celebrating the event with its first dedicated Diwali campaign.
The Diwali campaign is the latest in Sipora Canada’s ‘We Belong to Something Beautiful’ campaign series, first launched in 2019 to honor “including all communities shaping Canada”. Through the series, Sephora Canada says it strives to “create a place where diversity is celebrated, self-expression is honored and all Canadians feel a sense of belonging.” For this campaign, the brand has tapped Canadian influences Ankita Bhardwaj and Thanuska Subramaniam.
As beauty and Diwali go hand-in-hand, Bhardwaj told Fashion, “Before officially wearing makeup, Diwali was one of those rare times in which I would get a chance to test my skills. The beginning of my makeup journey consisted of gold eyeshadows and red lips that quickly became a Diwali tradition, reflecting bright lights and a dazzling display of colors. ”She says,“ I am extremely grateful and proud to be able to share and celebrate the beautiful tradition of our communities through the SEPHORA Canada Diwali Campaign. ”
For Subramaniam, the campaign hints at more than just an image. “As a South Asian dark skin woman who has not grown up seeing so many faces that look like me in this industry, it makes me really proud that SEPHORA Canada is celebrating Diwali and the creators of our culture and traditions Is sharing stories, ”Fashion says.
The campaign will also include ‘Get the Look’ imagery, which will help others look great at home. There will also be an additional ‘Get the Look’ scene featuring Neru Yasokumar, a beauty consultant at the Bramalia location in Sepora.
Deborah Neff, vice president of marketing, said in a release, “We are ready to launch our first-ever Diwali campaign as this is another step we are taking to fulfill our commitment to diversity and inclusion. ” “We are proud to continue to work with local Canadian partners and champion representation of the many demographics that make up our diverse country and Canadian clients. We hope that this campaign will inspire our customers to celebrate new beginnings. “