Swiss Beauty’s #SajDhajKe: Empowering brides, celebrating modern traditions

Beauty and cosmetics brand Swiss Beauty launched its latest campaign, #SajDhajKe (All dressed up), celebrating the new-age bride who confidently takes charge of her big day. At its core lies a light-hearted ad film that follows her journey, navigating the chaos and joy of her wedding preparations.

She is not just a bride—she is a multitasker, a planner, and the life of the celebration. From juggling professional calls to directing decorators, helping her friends with makeup, and stealing moments of laughter with her family, she is the epitome of modern womanhood in the truest sense.

But even amidst this lively whirlwind, something feels incomplete—that shaadi wali (wedding) feeling, the emotional realisation that it is her moment, her day, is missing. But it all changes when she finally sees herself in the mirror, looking like a bride glowing with Swiss Beauty makeup. The realisation finally dawns on her—Ladki jab sajti hai, tabhi dulhan lagti hai (A girl feels like a bride, when she dresses up).

To expand the reach and impact of #SajDhajKe, Swiss Beauty is collaborating with leading influencers who will share their interpretations of not just the modern-day bride (#BridesAajKal) but of contemporary weddings (#WeddingsAajKal) and bridesmaids (#BridesmaidsAajKal). These partnerships will highlight the shift from traditional stereotypes to contemporary weddings, aligning with the campaign message that beauty is not just about appearance but also about embracing change and individuality with grace and confidence.

Vidushi Goyal, chief marketing officer of Swiss Beauty, said, "We are passionate about celebrating the evolving roles of women in every facet of their lives. 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 and 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.

Campaign’s take: Swiss Beauty’s #SajDhajKe campaign is a masterclass in redefining bridal beauty for the modern age. Gone is the stereotypical blushing bride waiting to be adorned. Instead, we meet the new-age multitasker—effortlessly balancing work, wedding prep, and family time. The ad encapsulates her journey, not just as a bride but as the architect of her own celebration, proving that tradition and a contemporary outlook can go hand in hand.

Swiss Beauty takes it a notch higher by spotlighting bridesmaids, a clever move that taps into the emerging trend of urban weddings where the bridal entourage demands equal attention. By extending the beauty spotlight to these unsung heroes of the big day, the brand expands its market while staying authentic to its message.

The decision to rope in influencers ensures that the campaign doesn’t just talk about change but embodies it. Their content will underscore the campaign's ethos: beauty isn’t just about appearance but about confidence, individuality, and embracing one’s evolving roles with grace.

With a range of high-performance products tailored for long celebrations, Swiss Beauty ensures every woman—bride or bridesmaid—feels ready to shine. This smart marketing is more than a beauty message; it’s a celebration of empowered women and evolving traditions.