Dainik Bhaskar appeals for a 'Sarthak Diwali' this year

Conceived by Orcomm Advertising, the campaign shares the story of young underprivileged children against the backdrop of Diwali celebrations.

Diwali, the festival of lights, signifies the time of the year when we come together and celebrate the festive spirit with friends and family. While for most of us, the significance attached to this fiesta ends here, for a lot of underprivileged children, Diwali begins only when the celebrations are about to end for most. DB Corp's flagship brand Dainik Bhaskar, has launched the 'Sarthak Diwali' ad campaign, which is a CSR initiative from the publication and which highlights this fact. Launched in 2011, it urges people to understand the real worth of Diwali, which is to share and care for the less fortunate and make the festive season a shade brighter for them.

Conceived by Orcomm Advertising, the campaign shares the story of young underprivileged children against the backdrop of Diwali celebrations. The media house has launched this year's campaign with a social experiment that touches the heart.

The ad campaign begins with a voiceover which asks poor children the usual questions like what they like or want on Diwali. Their response touches an emotional chord when we see the children are still happy even in their drudgery. The campaign aims to convey the fact that the less fortunate children too deserve to enjoy the good cheer associated with Diwali as much as anyone else. The ad subtly points out, "Inke dil raushan hain" indicative of the hope held in the eyes of the kids even in such hopeless situations. This is where the 'Sarthak Diwali' campaign intends to make the required positive difference and light up their lives.

The brand has roped in popular Bollywood actor Deepika Padukone as its campaign endorser. In a new film for the campaign, Padukone urges everyone to go beyond their own celebrations to share joy and make it a more meaningful Diwali by distributing happiness in the form of sweets and clothes among the lesser privileged.

Vinay Maheshwari, vice-president, Dainik Bhaskar, adds, "As a brand, we are committed towards driving the desired socio-economic change. Through our CSR campaigns, we intend to drive behaviour change in society. A young achiever like Padukone as our campaign endorser reinforces this thought and is effective to drive such thought change. We hope more and more people come together to make it a meaningful Diwali."

"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," says Amit Koserwal, director, Orcomm Advertising.

The Dainik Bhaskar Group houses brands such as Dainik Bhaskar, Divya Bhaskar and Dainik Divya Marathi. The Group has 58 editions in four languages, across 14 states in India. It is also present on the digital platform through portals dainikbhaskar.com and divyabhaskar.com, and has a radio presence with MY FM.