Strengthening the core essence of kindness this Diwali, Canon India in a collaborative effort with their digital partners, RepIndia, has been able to break the shackles of quandaries around us by bringing in the much-needed ‘light’ through their #SpreadTheFestivity campaign. Urging people to spread more than just a hashtag on the auspicious occasion of Diwali, Canon India has taken a big step forward to impart greater meanings to celebrations.
While people rejoiced in joy and gaiety, Canon India asked them to spread the festivity by capturing the moments from Diwali where the light of their conscience helped them illuminate the world of others as they indulged in random acts of kindness. They were further asked to share the images with #SpreadTheFestivity on various social media channels. The campaign instigated the much-required conversation and helped people see the ‘brighter’ picture of the darkness prevailing around them which generally goes unnoticed. Further encouraging them to take small steps forward like feeding a homeless man or planting a sapling in the deserted neighbourhood, Canon India has successfully been able to #ShiftTheFocus from ‘me’ to ‘we’ through their enlightening campaign.
Gary Lee, Vice President & CFO, Canon India, said, “At Canon, with our input to output imaging solutions of cameras and printers, we have been able to support our customers in capturing and preserving their memories. Festivals are occasions, which provide the opportunity to create lifetime memories and this festive season, we are urging our audience to not only limit these memories to themselves but also take a step beyond. We believe that joy is doubled when shared and with our digital campaign # SpreadTheFestivity, we are encouraging our audience on our social media platforms, to do a small act of kindness that furthers the joy of festivity. We have started to receive entries like books donation, clothes donation, and tree plantation and we are delighted to receive a positive response from our customers. With community-driven campaigns like these, we thrive to take the celebrations beyond bounds by encouraging people to spread the world with smiles.”
Lee also heads the Corporate Planning division, which oversees the digital wing of the organization, including Corporate website, owned social media platforms, social media listening, and engagement search engine optimization, among others tools.
Talking about it further, Ayesha Chenoy, CEO and Co-Founder, RepIndia, said, “True celebration is spreading joy and light, with campaigns such as shift your focus and spread the festivity – we want to focus on the importance of empathy and generosity as emotions. We are more than delighted to be a part of this.”
Adding to it further, Ashish Manchanda, Associate Vice President, RepIndia, said, “This campaign has gone far beyond the regular conception of hashtags. Broadening the crux of festivities by performing the simple, random acts of kindness, Canon India has sent out a rather powerful message. It would not be a hyperbole if I say that #SpreadTheFestivity is one of the most emboldening campaigns that we have been involved in so far.”
Serving someone who is in need is perhaps the best way to celebrate festivals and spread kindness around. Canon India, through #SpreadTheFestivity campaign, has been successful in reinforcing their core belief of #ShiftTheFocus by creating a difference in the lives of others and spreading happiness all around.