It has been celebrated in Bollywood movies such as Dilwale Dulhania Le Jayenge, where an unmarried woman signals her love for a man by keeping the fast for him and he reciprocates by demonstrating his concern for her during the day and breaking her fast by feeding her at moonrise, and Baghban, in which a man persuades his elderly fasting wife to break her fast over the telephone because they have been separated by their uncaring children.
News coverage of celebrities sometimes highlights the keeping of the fast by an unmarried female public figure because it indicates a strong and likely-permanent romantic attachment. Similar to Valentine's Day, the lack of a romantic partner can acutely be felt by unattached women. The festival is used extensively in advertising campaigns in the region, for instance in a Chevrolet TV spot in which a man demonstrates his caring for his wife by buying a car with a sunroof so he can drive her around on Karva Chauth night until she spots the moon through it.
Noted film writer Harish Chandra says that as BR Chopra and Yash Chopra hail from Punjab where this festival celebrated in a very big way,they knew about it very closely. Perhaps that is why they had put the scenes of Karva Chauth in Baagbaan and Dilwale Dulhania Le Jayenge. Those who know about Bollywood say that Karva Chauth is celebrated among Bollywood stars in a big way. “ I think as Bollywood is full of people from Punjab or with Punjabi background,that is why they celebrate it,” Harish Chandra says.
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