The campaign, titled Fem Karva Chauth Wishes, will let people tweet their message or send it via Facebook post. The messages can be seen live on Zee TV on Tuesday evening. The idea was a result of a survey.

"When we surveyed our consumers, we found that a lot of couples are physically separated even on Karva Chauth day due to work. In this busy urban lifestyle, social media is playing a role in bridging the hearts and minds of people," Sanjay Singal, head of marketing (Skin Care), Dabur India Ltd., said in a statement.

"A lot of people are using social media to connect and converse with their near and dear ones which is redefining the way we communicate in a relationship. Taking this forward, Fem is integrating live social messaging with national television," he added.

Twitter users can avail the service through the handle @femfairness, with the hashtag #Mykarvachauthwish, while Facebook users can go to the brand's official page


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