Overview

BHOPAL, India, Nov. 4, 2026 – Dainik Bhaskar Group issued a press release via PRNewswire announcing its annual Sarthak Deepawali initiative, this year framed around the hashtag #GiftBeforeDiwali.

Campaign Details

The Sarthak Deepawali campaign encourages people to make Diwali more meaningful by sharing happiness with those who are less privileged and often excluded from festive celebrations. The core message, “Is Baar Khushiyan Thoda Pehle Pahunchaiye, Kisi Ki Deepawali Sarthak Banaiye,” urges gifting sweets, clothes or bonuses to house helps, security guards and similar support staff before the festival so that recipients can use the gifts in their Diwali preparations. The narrative is delivered through Generation Z, portrayed as a generation capable of mobilising people, driving change and turning a simple thought into a movement. According to the release, the campaign has already touched over 12 million hearts across India. A promotional film illustrating the concept is available at https://www.youtube.com/watch?v=8tOOtPZ6wh8.

Executive Comments

Girish Agarwal, Director of Dainik Bhaskar Group, stated: "Sarthak Deepawali has always been about making Diwali more meaningful by extending the joy of the festival beyond our own homes. Over the years, our endeavour has been to encourage people to look around, think of those who are often left out of celebrations, and take small steps to make their Diwali better. We believe that when we celebrate with others in mind, the festival becomes truly meaningful."

Pawan Pandey, Head – Brand & Product Marketing, added: "The idea behind Sarthak Deepawali was to encourage a simple behavioural change through #GiftBeforeDiwali. Choosing to tell this story through Gen Z was equally intentional. A generation often seen as indifferent has the potential to inspire people, drive change and turn a simple thought into collective action."

About Dainik Bhaskar Group

Dainik Bhaskar Group is a leading media conglomerate with a diversified presence across print, radio and digital platforms, operating in 14 states and publishing in four languages – Hindi, Gujarati, Marathi and English. The Group commands a readership of 14 crore across newspapers, digital and social platforms. Its flagship publication, Dainik Bhaskar, ranks as India’s largest newspaper and the world’s third‑largest by circulation.

Disclaimer

The press release is provided under an arrangement with PRNewswire; PTI takes no editorial responsibility for the content.