Dukaan App Diwali Ad garners more than a million views

Diwali, the festival of lights, marks the victory of good over evil. For centuries, this festival has been associated with pomp and fervor as everyone lights lamps, dresses up in their best outfits, and distributes sweets. The exchange of gifts and the meet-and-greet with your loved ones is such an integral part of Diwali that one cannot simply imagine the festival without its social aspect.

And then, Coronavirus happened.

Coronavirus, or COVID-19, caused a seismic shift in the way we live and celebrate festivities. With imminent lockdowns, social distancing protocols, and self-isolation, we have found ourselves amid a disconnect. Simple acts, such as purchasing sweets or decorative ornaments, have now become a risky mission - to the point where one would willingly give it a miss.

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While such impositions steal away from and dampen the overall joy, they also neglect the backbone of our overall economy - our local vendors. As stores were forced into pulling down their shutters during the nation-wide lockdown, shopkeepers stared into the impending pit of uncertainty.

In an attempt to honour their role and highlight their plight, Dukaan released a touching video that celebrated the unglorified yet monumental role played by store owners and merchants. The video narrated the tale of a shopkeeper who sells sweets and snacks. The video lended a brief insight into the lives of his patrons weaved through his own. Within 12 hours, this video clocked over 3 million views on various platforms like Facebook, YouTube and Instagram.

The warm and joyous mood suddenly took a U-turn as he was forced to close his shop temporarily. The loss of customers and the subsequent financial stress heightened as the celebrated festival of light drew closer. It was around this time that the shopkeeper came across the Dukaan app. He set up his virtual shop and started accepting digital orders via the app. And soon enough, he was back to spreading happiness amongst his customers, adding sweetness to their lives. Despite the prevailing atmosphere of fear and worry, this digital Diwali gained a modicum of normalcy.

It is no secret that vendors have been one of the worst-hit when it comes to the implications of the COVID-19 outbreak. For them, the festivities are a ray of hope that may help them survive. As they are left hanging by the proverbial last string, it is our responsibility, therefore, to support them in every possible way. Let us share our privilege by involving them in our celebrations. After all, they deserve a happy Diwali too!

Dukaan #EkNayiShuruat!