Umeed ka Diya

HP wanted to engage with consumers at a deeper level for its printers & ink category during Diwali without falling into the trap of endless deals & offers like every other brand in the country.

A social sentiment audit revealed that consumers were nostalgic about festive experiences like shopping from street sellers, which was ironic since the very same street sellers were struggling to even stay in business.

Instead of asking people to buy our products, we created a campaign that reminded people to buy from street sellers again and used our products, services and network of stores to support this community.