GURGAON (India CSR): JSW MG Motor India is celebrating this Diwali with a heartfelt initiative that shines a light on the people and connections that keep festive traditions alive. Rooted in the brand’s belief that progress must remain human at its core, the celebration extends beyond greetings and gifting to recognize kindness, community, and everyday relationships.
As part of this celebration, MG has launched the ‘Directory of Kindness’, an initiative inviting people to share details of their local vendors, artisans, and service providers. The crowdsourced map is designed to honour the potters, mithaiwalas, and neighbourhood shopkeepers who form the invisible fabric of our festivals, ensuring that communities thrive together during the season of giving.
Speaking on the initiative, Udit Malhotra, Head of Marketing, JSW MG Motor India said, “Festivals are about the joy we create together, not just what we buy. At JSW MG Motor India, our focus has always been to combine progress with purpose. At a time when India’s e-commerce market is expanding rapidly, our initiative delivers an important message about pausing to value community connections and the people behind everyday festive purchases- from the potter shaping diyas to the neighbourhood mithaiwala who knows your family’s preferences.
As part of the initiative, the brand has created a short film featuring OTT actor Gagan Arora and veteran performer Anil Khopkar. It tells the story of a young professional who, encouraged by his grandfather, steps out of his online routine to reconnect with the people who make Diwali special. Shot with an instinct for warmth and authenticity, the film reminds viewers that joy multiplies when shared in person through simple acts of presence, empathy, and care.
Conceptualized by the creative agency Green Chutney, the film brings together nuanced performances, emotive storytelling, and relatable visuals that evoke nostalgia and warmth. The film will be available across JSW MG Motor India’s social media channels and select digital streaming platforms starting this week.
(India CSR)
