HP World Stores has rolled out a Diwali campaign '#ThodiSiJagahBanaLo' (make a little space) to pay homage to local Indian artisans.
Conceptualised by Simple Creative, the film unveils heartwarming expressions created through HP to support traditional artisans and local businesses. It showcases Paresh, an elderly artisan, displaying his art on the street with his grandson. The film then goes on to show how the local authorities ask the artisan to vacate the premises. This shatters the protagonist's hopes for his craft to be viewed by people. A woman - a fellow buyer, working at the HP World Store, witnessed the entire incident and came up with a solution to empower his dream. Through technology-enabled products such as an HP laptop and printer, she creates a dedicated platform for Paresh at HP World Stores to showcase his art spreading light and happiness.
Prashant Jain, chief marketing officer, HP India, said, “Our continuous endeavour is to showcase inspiring stories, and the story of artisans is one of them which deserved attention from a wider audience, to showcase their art and scale their local products nationally. #ThodiSiJagahBanaLo is a call for support for the local artisans that ignites a feeling of empathy and compassion. With this film, we intend to reinstate the presence of artisans, empower the artisan economy, and inspire the community to come together to support each other."
Sainath Saraban, chief creative officer, Simple Creative, said, “For Diwali, this year we have created a film that is not just emotional and powerful, but one that travels from the screen into the real world. Through this initiative, we want the artisans who preserve the rich and magical culture of India to have the opportunity and the space to show you the beauty of their art and talent. Our creative thought this year ‘Dil Main Jagah Bana lo’ (make space in your heart)- beautifully demonstrates the fact, that the first place one needs to make room is in their own heart.”
