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By Amy Houston | Reporter

November 3, 2021 | 3 min read

HP India has collaborated with Simple Creative to celebrate the power of community during the festive season of Diwali, launching the heart-warming short film ‘Diye Se Diya Jalao’.

The ad offers a message of hope to businesses that have had a tough time over the past couple of years and touches on the essence of the festival: happiness, prosperity, mutual support and encouragement.

Throughout the spot, viewers are treated to an uplifting story of resilience and the impact selfless acts of kindness can have on the people who need it most.

This message is brought to life in the ad as we see an elderly shopkeeper struggling with relocating his business to a less busy street, which will have a negative effect on custom.

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Using the power of technology, the market’s young traders are seen coming together to spread the word about the shopkeeper’s juice business – resulting in more footfall and sales for the small shop.

Small traditional businesses have been heavily affected by the events of the global pandemic, with many having to shut their doors for good after being staples of their communities for many years. By highlighting the power of a supportive network, HP India aims to spread the light of Diwali and echo the tagline ’To Iss Diwali diye se dia jalao aur kissi ka dil roshan karo’.

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“Having battled two waves of the pandemic, this Diwali is special for small enterprises that look forward to the festive season,” said Prashant Jain, chief marketing officer at HP India

“Our intent, therefore, is to inspire everyone to look out for them as they celebrate the spirit of Diwali. 'Diye se diya jalao' is a call of camaraderie for the community at large and we hope to bring thoughtful ideas to life everywhere”

While striking an emotional chord with audiences, HP India also wants to encourage business owners to leverage technology and adopt a digital-first approach with this film.

This year, Diwali falls on November 4, and you can read the experts’ guide to marketing around the festival season here.

HP India: Diye Se Diya Jalao by Simple Creative

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