Dainik Bhaskar‘s CSR initiative ‘Sarthak Diwali’, which was launched in 2011, is back. Conceptualised by Orcomm Advertising, the media house launched this year’s campaign with a social experiment.
This film features real kids residing in slums, capturing Diwali from their perspective. All they want are basics like sweets, fire crackers and new clothes. But what they get instead are sweets (to look at in shops); used fire crackers on the road, the day after Diwali; and used clothes from people whose houses their mothers work at. The film ends with a message, 'Inke dil toh raushan hai, aao inki Diwali raushan kare' (Their hearts are bright, let's brighten their Diwali).
The media house has also roped in Deepika Padukone. Through another film, she urges people to go beyond their own celebration to share joy and make it a meaningful Diwali, to those who can't afford it.
Amit Koserwal, director, Orcomm Advertising, said, "The idea was to bring in the real picture. We decided to do a social experiment with real kids in their real environment, sharing their true story. We were not bound by a script. The children poured their hearts spontaneously."
Vinay Maheshwari, VP, Dainik Bhaskar, said, "As a brand we are committed towards driving the desired socio-economic change. Through our powerful CSR campaigns we are looking to drive behaviour change in the society. Having a young achiever like Deepika Padukone has added to the voice for change. We hope more and more people come together to make it a meaningful Diwali."
Counters have been set up outside Dainik Bhaskar group offices across India, encouraging people to contribute. The brand then passes the proceeds on to NGOs and old age homes catering to the underprivileged.