A different Diwali.

When I joined DDW in 2010 right about during Diwali, they gave the creative team a brief to come up with gift ideas. Something that they could send to their clients in order to either ‘bribe’ them, like you mentioned or to simply say ‘hey, we’re alive & kicking!’

I had something different on my mind. Which is why I suggested we take all that money spent on client gifts (which will in all probability end up in the trash or under a pile of other dusty gifts) that Diwali & do something different. I proposed we approach St. Catherine’s Home (An orphanage for young girls, some abandoned, some who’s parent/s have been killed in front of their eyes while some were rescued from brothels.) & find out what they needed. It was first suggested that we donate all the money. But, that would be the easy way out. We asked the care takers what the girls really needed, that we could provide. The answer was right in front of us, but we never really noticed it – shoes. We were a bit shocked. We thought it was normal for the girls to roam bare feet in the confines of the vast orphanage property. Thinking it to be an act of comfort rather than paucity at play. We were caught on the back foot a bit, since our ‘budget’ would not cover all the girls shoes. To our surprise, everyone at DDW pitched in with whatever little they could & we covered the cost. These very people who condemned (on the quiet) client gifts (since they rain down on every agency parade they can) were here digging deep into their pockets. This Diwali was going to be bright one for the girls at St. Catherine’s, thanks to our clients ‘not’ getting gifts. 

Not all of it was smooth though. There was some pressure from the top, stating that the clients would indeed miss our ‘gifts’ on Diwali (which might tick them off) & might even think that our finances are in doldrums! Hence, reluctantly an emailer was made to inform them of a gift that they involuntarily gifted these little girls. We didn’t expect a response.  

But we got one. No, many! Clients wrote back, pouring in with support & pats on the back. Many wrote that this was the best gift they received that Diwali. It stood out. And we didn’t even aim for it. It was a side effect. A good one. 

Shared this with you because I thought this would bring a little cheer to your Diwali. As well as give you a ray of hope, that there are a few good gifts, which are still bribes. But we’re bribing karma. 🙂  

Here’s what we sent out. Wrote the copy myself 🙂