Bikano has rolled out its diwali campaign ‘Achhi Soch Bato’ to celebrate the spirit of togetherness and acceptance. As per the company, the campaign is built on the success of their previous ‘Rakshabandhan Campaign’.
Additionally, the new initiative aims to promote the invaluable act of adoption.
Talking about the campaign, Manish Aggarwal, director, Bikano, said, “We believe that family is bound by love and compassion, transcending biological ties. This Diwali, Bikano endeavours to inspire the spirit of adoption and acceptance, emphasising that it is our hearts that define our connections. The story of Yashoda and Kanha reminds us that love knows no bounds, and it is this very love that we aim to celebrate and foster this festive season.”
In the commercial, a young girl engrossed in the creation of a rangoli with her mother, is visited by a family friend who commends the integration of the adopted child into their loving family. The moment culminates in an exchange, where the mother reaffirms that bonds are forged not by blood, but by the depth of shared emotions—a sentiment mirrored in the ageless tale of Yashoda and Kanha (Krishna).
The commercial closes with a message, urging everyone to partake in the celebration of joy and enlightened thinking ‘Is Diwali Khusiyon Ki Saath Saath Achi Soch Bhi Baato’—translating to ‘This Diwali Let’s Spread Happiness along with Good Thoughts’.
“We encourage everyone to join hands with us in spreading not only happiness but also the invaluable message of acceptance and love through adoption. Every child deserves a loving home, and it is our collective responsibility to ensure they find it. I believe it’s our duty to use our platform to promote initiatives that make a positive impact,” Kush Aggarwal, head of marketing, Bikano, added.