Popular cultural aspects and critiques

In modern North Indian society, Karva Chauth is considered to be a romantic festival, symbolizing the love between a husband and wife. 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 secretly fasting as a gesture of empathy, as well as 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 public figure because it indicates a strong and likely permanent romantic attachment. Similar to Valentines 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.