Ethnic wear brand, Sabhyata, has launched a campaign that projects the father daughter relationship in a new light. The film opens with a strict father entering the house to see his daughter leave for meeting her friends at night. His cold stare makes her freeze at the doorstep.

The insight behind the film is that the digital age though gives us round the clock connectivity to the entire world, but on the other side it is depriving us from some special moments we used to share with our parents.

This campaign by Sabhyata intends to reach out to generations across age groups and helps them redefine their equation this Diwali.

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Chayan Verma, head – marketing, Sabhyata said, “Sabhyata is all about celebrating women, her beauty, her existence, her grace and her freedom.

This Diwali, we take a step to unfold the new father – daughter relationship and aim to redefine this connection between them.” #KhabarLive



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A senior journalist, aged 54, having 25 years of experience in national and international publications and media houses across the globe. A multi-lingual personality with multi-tasking skills on his work. He belongs to Hyderabad in India. WHO AM I An award-winning, qualified, experienced, cutting-edge and result-oriented Entrepreneur and Journalist (with a side of 'Philosophy of Happiness'...real course I promise!), my career began in India reviewing & marketing news reporting, editing and research writing. Since then, I have immersed myself in creative industry and written about everything from shamanic healing to garden conservatories, from plumbing technologies to six star retreats, and from human trafficking to the best Cronuts. Now I spend my days blending powerful language & beautiful visuals, to help brands narrate who they are, what they do and why they do it.

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