HP creates Diwali campaign promoting India’s artisanal street vendors

HP has piggybacked on Diwali, one of India’s largest festivals, to create a campaign that aims to promote the country’s artisanal street vendors.

Created by Autumn Worldwide, the film named ‘Umeed ka Diya’ [The lamp of hope] is about a young boy who helps an elderly local artisan exhaust her supply of handcrafted lamps, aided by a HP notebook computer and printer.

Umeed ka Diya

One small step taken by all of us can bring along a big difference in someone else’s Diwali. Support the street vendors, our lights brighten their homes too.#TuJashnBan kisi ki zindagi ka, an HP India initiative.

Posted by HP India on Thursday, 1 November 2018

The backdrop to the campaign is a larger social trend in metros, where traditional lamps are being replaced by safer, more convenient electric options.

Apart from the film, HP India issued newspaper inserts directing people to markets and locations where local artisans had their wares on sale. It also lit up its stores for the festive seasons with traditional lamps.

HP India’s country marketing director, Neelima Burra said: “At HP India, we believe in giving back to society. Diwali is just the right festival for us to come up with this inspiring campaign, where technology acts as an enabler. We all should pledge to make this Diwali a brighter one for at least one street vendor out there.”

Autumn Worldwide’s VP Sahil Trehan added: “We wanted to highlight how small acts of kindness can impact someone’s life. We hope this film can make a difference and people buy from street vendors, this Diwali.”


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