P•TAL BRINGS ‘SHUBH LAABH’ HOME WITH FESTIVE CAMPAIGN CELEBRATING LASTING VALUE

P•TAL has unveiled its Diwali campaign, Shubh Laabh, centred on the idea ‘Shubh Bhi, Laabh Bhi’. The initiative encourages consumers to view brass, copper and kansa ware as meaningful investments beyond the festive season. The campaign is supported by a new film, product launches and festive customer offers.

As Indian households prepare for Dhanteras and Diwali, heritage kitchenware and lifestyle brand P•TAL is seeking to reframe a familiar festive tradition through its latest campaign, Shubh Laabh, built around the thought, “Shubh Bhi, Laabh Bhi”.

Drawing inspiration from the longstanding custom of purchasing precious and auspicious metals during the festive period, the campaign encourages consumers to see brass, copper and kansa not simply as symbolic purchases made for good fortune, but as possessions that deliver enduring value long after the celebrations have ended.

The phrase “Shubh Laabh” has been deeply embedded in Indian festive culture for generations, commonly displayed outside homes and businesses during Diwali as a symbol of prosperity and new beginnings. While “Shubh” signifies auspiciousness and the welcoming of positive energy, “Laabh” represents gain, benefit and lasting value. P•TAL’s campaign brings these two ideas together, positioning traditional metalware as functional heirlooms that can become part of everyday life and be passed down through generations.

At the heart of the initiative is a campaign film that personifies Shubh and Laabh as characters. With a touch of humour and a relatable cultural backdrop, the story follows the pair as they find themselves standing outside homes year after year while celebrations take place indoors. The narrative culminates in a simple invitation to consumers: rather than merely displaying “Shubh Laabh” at the entrance, bring its spirit into the home through meaningful purchases that combine cultural significance with practical value.

The campaign also extends beyond storytelling into product innovation. Timed for the festive season, P•TAL is introducing a new 4-litre Brass Degchi developed in collaboration with Chef Natasha Gandhi, alongside a newly launched Pooja Thaali Set. Designed to complement festive cooking, serving and prayer rituals, the products aim to connect traditional craftsmanship with contemporary celebrations.

According to P•TAL Co-founder Aditya Agrawal, the campaign emerged from a simple reflection on a familiar seasonal symbol.

“We have all grown up seeing ‘Shubh Laabh’ written outside our homes and shops around Diwali. The thought behind this campaign was simple: what if, this year, we brought that sentiment inside the home?” he said.

Agrawal added that the company views brass, copper and kansa products as more than festive purchases. “They are an investment in materials that have value of their own, in objects that become part of everyday life, and in craft that can stay in a family for years. That is really where ‘Shubh Bhi, Laabh Bhi’ comes from: the belief that what is auspicious can also be useful, valuable and lasting.”

To complement the campaign, P•TAL has introduced a series of festive offers. Customers can enjoy discounts of up to 20 per cent on orders worth up to ₹14,999 using the code SHUBHLAABH. Shoppers spending above ₹14,999 will receive a complimentary 5g silver coin from Mia by Tanishq, while purchases exceeding ₹39,999 come with a complimentary 0.5g gold coin. In addition, one customer will have the opportunity to win a cash prize of ₹1 lakh during the campaign period.

With its blend of tradition, storytelling and craftsmanship, P•TAL’s latest festive initiative seeks to remind consumers that the most meaningful Diwali purchases may be those that continue to enrich everyday life long after the lamps have dimmed.