This Diwali, Dainik Bhaskar Group celebrated ‘Sarthak Diwali’ (Meaningful Diwali) by spreading the light of joy to the underprivileged part of the society. Between November 1 and November 3, the paper appealed to its readers to contribute new clothes, blankets, chocolates, candles, crackers, etc., which were distributed among the needy and underprivileged.
Elaborating on the thought behind the campaign, Prashant Kalyani, VP – Brand Marketing, Dainik Bhaskar Group, stated, “We believe in enabling socio-economic change across every strata of the society through inclusive programmes. Contentment comes when you know you’ve done something good for someone else and you are not expecting anything in return. This philosophy guides many of our initiatives with our readers and Sarthak Diwali is an example of it. We were enthralled by the support received for the initiative and look forward to many more such initiatives in future.”
Readers from 32 centers across nine Bhaskar states joined hands to contribute 2.32 lakh units of various items. These items were collected over 13 days at collection centers established at Dainik Bhaskar offices and points of high-footfall.
The group reached out to the audience via editorial articles and print ads under the theme ‘Aayeih iss Diwali karein kuch chehrey roshan’ (This Diwali let’s bring a smile to some faces). The items thus collected were distributed in old age homes, orphanages and slum areas.