Dainik Bhaskar promotes joy for the underprivileged

Diwali, the festival of light and prosperity, is synonymous with clothes, sweets, confectionaries and crackers. However, this always doesn’t hold true for the less fortunate citizens of society. To change this, Dainik Bhaskar, the largest circulated Hindi daily, has been running the ‘Sarthak Deepawali’ campaign for the last five years.

28 Oct 2016 | By Dibyajyoti Sarma

This year, the campaign appeals to readers to share joy and spread happiness for the underprivileged section of society by sharing gifts, chocolates and crackers with them. As part of this annual recurring campaign, a video underpinning the overall intent of celebrating Diwali in joyous manner has been launched.

The video features how kids from three different households collect sweets, crackers and goodies from their own set of packs and share the same with less fortunate kids of the neighborhood. The kids come out of their homes hiding all the things they had sneaked and distribute it amongst other less fortunate ones. At the end of the film, kids light up diyas in front of their homes, give new clothes to the underprivileged kids and light up crackers to celebrate Diwali. Parents follow their kids and starts smiling proudly looking at their kids sharing joy and spreading happiness. They join these kids in the celebration and the video ends with a message, Ab har Diwali hogi Sarthak Deepawali Let’s make every Diwali a meaningful one).

Girish Agarwal, director, Dainik Bhaskar Group, said, “This Sarthak Deepawali video reaffirms our CSR vision of driving behavioral change in society to enable socio-economic change.”

Vinay Maheshwari, senior vice-president, Dainik Bhaskar Group, said, “Apart from conducting business, we strive to remain committed to our social responsibility and we are happy to light up lives of less fortunate citizens through this campaign.”