As part of the campaign, the company has released a short film featuring OTT actor Gagan Arora and veteran performer Anil Khopkar.JSW MG Motor India on Friday announced the launch of its new Diwali initiative titled ‘Directory of Kindness’ to celebrate the people who contribute to the spirit of the festival. The campaign focuses on highlighting the importance of human connections and community relationships in an increasingly digital world.
The initiative invites individuals to share details of their local vendors, artisans, and service providers—such as potters, mithaiwalas and neighbourhood shopkeepers—who form the backbone of traditional celebrations. The crowdsourced map aims to recognise their contribution to local economies and communities during the festive season.
Udit Malhotra, Head of Marketing, JSW MG Motor India, said, “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 campaign, the company has released a short film featuring OTT actor Gagan Arora and veteran performer Anil Khopkar. The story follows a young professional encouraged by his grandfather to reconnect with local artisans and rediscover the human side of Diwali. The film will be available across JSW MG Motor India’s social media channels and select digital streaming platforms.
