#ShareYourLight
A toll-free helpline and digital campaign that connected isolated communities with warmth during Diwali — turning a simple act of kindness into a national movement.
#ShareYourLight
A toll-free helpline and digital campaign that connected isolated communities with warmth during Diwali — turning a simple act of kindness into a national movement.
Visits Scheduled
To charitable institutions
Video Views
Across digital platforms
Total Reach
Organic + paid combined
Positive Mentions
Increase in brand sentiment
Illuminate Diwali for those left in the dark.
Diwali celebrates light and connection — yet marginalized communities in orphanages, old-age homes, and women's shelters often remain disconnected from the festivities, awaiting hope during this season.
The brief was to create a campaign that channelled the spirit of Diwali into a real, tangible act of kindness — not just a feel-good message, but a mechanism for connection.
Client
Nippon India Mutual Fund
Scope
Creative Strategy · Digital Video · Influencer · Search Marketing
Duration
Diwali Campaign Window
Markets
Pan-India
From digital campaign
to real-world kindness.
5,700 visits. 31.5M impressions. A Diwali that actually moved people.
The campaign drove measurable real-world impact — thousands of scheduled visits to charitable institutions across India, backed by viral digital momentum. The hashtag became a symbol of community-led kindness far beyond the campaign period.
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