Online classifieds marketplace Olx has launched a social media campaign ahead of the Indian Independence Day, which falls on 15 August, also the time when India and Pakistan were separated.
Themed #Daastaan, the campaign calls out to those who had to leave behind their treasured possessions as they left for their future nation at the time of partition.
Told in poetic verse, the campaign conceptualised by Leo Burnett India seeks to capture the emotions and memories behind those possessions, with a promise to try and get them from across the border.
A post on the brand's Facebook page says: "Moving on is never easy when you find it hard to let go. But what if the lost memories could be bought back? Presenting OLX #Daastaan. An initiative to bring back lost memories."
Some more posts from the campaign:
(Amended at 12 noon to credit Leo Burnett, the agency behind the campaign.)