Women are redefining wedding rituals that aren’t relevant anymore

The women of today are redefining age-old wedding rituals. Platinum Evara’s digital campaign #RedefiningRituals is celebrating those invincible women who aren’t afraid to make rare choices.

Platinum Evara, the wedding trousseau gifting jewellery crafted in rare platinum, has always stood by such unconventional and rare feats of courage.

In their campaign video, the woman comes to redefine kanyadaan, one of the most important rituals where the father “donates” or “gifts” (daan) his “daughter/maiden” (kanya) to the groom or the new family. But, in this case, for the modern, independent woman, marriage doesn’t entail severing old ties in order to foster new ones. The daughter is there to plan for her parents, be their strength and support till the end of days. The simple act of marriage, or her entry into a new family, doesn’t shift her allegiances. Old bonds hold strong.

The woman of today believes in love that embraces equality and encourages her to be herself. As a nod to these shifting dynamics, Platinum Evara’s campaign #RedefiningRituals echoes the prevailing sentiment among Indian brides. Today, when women are leading change in every sphere of life with passion and grit, the relevance of these age-old customs has become questionable. Working towards a more equal society, women from all walks of life are challenging norms and redefining gender roles, both in their professional and personal lives.

Platinum Evara’s #RedefiningRituals campaign explores what the ancient traditions, that many hold dear, mean for modern times. Apart from kanyadaan, there’s bidai (farewell or departure) when the bride bids farewell to her biological family, symbolizing the transition of her primary ties to the husband’s family. And mooh dikhai (the showing of face), a remnant of the bygone age when brides would have been veiled or in ghungat right until this unveiling ceremony, when the husband’s relatives would get the first glimpse of the bride.

In this age, young brides have moved away from the traditionally envisaged ideas of marriage: life-changing events which alter the nature of old relationships and introduce new relational hierarchies, where a “woman” transforms into a “daughter-in-law” who is expected to tick a list of social and behavioural expectations.

Platinum Evara celebrates these women who have made rare choices at the time of their wedding and are contributing to transform our society, making it more equal and progressive for present and future generations.

These rare qualities chime with the many strengths of platinum itself. Platinum, found on earth after a meteorite crash over 2 billion years ago, is rare. It stands for the most precious and rare ties in your life, because only the rare can symbolize the love you share with your parents.

With brides today wanting to bring a contemporary touch to their wedding trousseau, Platinum Evara is the answer to that. Crafted in rare platinum, it is precious to her as it symbolises the love she cherishes the most—the love of her parents and the love for who she is. Love that is inclusive, joyous and uplifting.

This Women’s Day, let’s celebrate the rare in her, where she takes a courageous step to rethink rituals on one of the most important days in her life—her wedding.

To know more about Platinum Evara, click here.