Summary
- Campaign: Umeed Ka Diya (The Lamp of Hope)
- Brand: Hewlett-Packard (HP) India
- Target Audience: Indian consumers
- Goal: Promote the importance of supporting local businesses and artisans, especially during festivals
- Key Element: Heartwarming storytelling and social responsibility
- Platform: Primarily digital platforms (YouTube, social media)
A Spark of Hope: HP’s Diwali Campaign
HP India’s “Umeed Ka Diya” campaign was a heartwarming initiative that celebrated the spirit of Diwali and encouraged viewers to support local businesses. The campaign revolved around a touching story of ‘lalla’ a young child who helps a struggling ‘amma’ a street vendor selling diya’s (small oil lamp).
The ad depicted a vendor struggling to sell her diya’s during the diwali festive season. A young child, noticing the vendor’s plight, takes the initiative to promote her products by printing pamphlets using HP Printer, saying ‘Amma ki diwali happy banao Jaa ke unse diya le aao’ which translated to ‘make the elderly vendors diwali happy by buying small oil lamps from her’.
A Small Act, A Big Impact: HP’s Diwali Ad
This small act of kindness not only helps the vendor but enables her to sell her diya’s supporting local business.
The campaign’s message was clear: even the smallest acts of kindness can have a significant impact. HP India used this powerful message to encourage viewers to support local artisans and small businesses, especially during festive seasons. By highlighting the positive impact of such actions, the campaign aimed to foster a sense of community and compassion.
By using a heartwarming story to convey a powerful message, HP India connected with its audience on an emotional level and encouraged them to make a positive difference.
