Diwali, the Indian festival of lights, symbolizes the victory of light over darkness. Traditionally, the festival is marked by lighting lamps,  gift giving, bursting of firecrackers and enjoying sweets with friends and family. With an ostentatious display of wealth comes wastage and competition, and the festival is losing its true significance. The economic disparity in India leaves out the underprivileged from these celebrations, yet, the spirit of Diwali lights up every home. We conceptualized the Saarthak Diwali campaign with Dainik Bhaskar, India’s leading Hindi newspaper to drive societal and behavioral change and ignite the spirit of giving and sharing  with dignity during Diwali celebrations. Spanning 7 years, the campaign was led by print and films to drive home the message with thought-provoking and clutter-breaking content.