The brand wanted to take the audience behind the scenes, for a glimpse into the factories that produce our firecrackers during Diwali.
Every year, more than a hundred thousand children are forced to labour in firecracker factories. The work conditions they are offered pose a risk to their well-being, lives, and ambitions.
A heart wrenching film introduces us to two children, who have their own passion and vision, but are stuck in one of these factories. The protagonists answer questions about their dreams, while an indifferent narrative, questions their dreams. As the film unravels, the fate of these children is left unambiguous to all. The film asks the viewers a simple question, whether the cost of these crackers, justifies the value of their dreams?
The campaign reached millions through the film, a mock website, PR and organic conversations through comments. The increase in traffic on the website brought hope that these little dreams could now see a real future.