As the merry cheer of the holiday season dawns upon us, we often forget about those who aren’t as fortunate as others. Keeping those in mind, Dailyhunt— India’s leading local language content platform launched their original IP, ‘Together 4 Bharat Secret Santa’ to share the festive cheer with children from underprivileged backgrounds. In collaboration with the MASH Project Foundation, Dailyhunt and Josh reached out to three NGOs in Delhi namely Save the Children, Pratyek and Saalam Baalak Trust, who aim to work for the betterment of children from lower economic families and gifted them a day filled with fun activities and Christmas delight.
Along with the on-ground activations that involved fun games, creative activities, interactive sessions and gift giveaways, the campaign was organized in association with Josh, India’s leading and most engaged short-video app, to give it a digital avatar. The campaign aimed at raising awareness and amplifying the children’s right to expression on social media as they created short-videos expressing their wishes, hopes and dreams to Santa, which were then amplified on the Josh app.
Speaking on the campaign, Sunder Venketraman, Head of Creator and Content Ecosystem, Josh said, “Christmas is a season filled with magic, wonders and merriment, especially for children, who look upon the season with awe and sparkle in their eyes. While the Together 4 Bharat Secret Santa campaign was aimed at sharing the festive cheer with our precious little ones, it also aimed at raising awareness and empowering their right to expression. Children are our future, and we must do everything we can to protect and nurture them. Together, with Dailyhunt and Josh, we are honored to leverage these platforms that will help give these children from lower privileged backgrounds a voice, empower them and create a lasting, positive impact in the lives of those around us.”