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Dukaan’s tribute to store owners & merchants clock 3 million views in 12-hours

The Diwali campaign showed a beautiful story of a sweetmeat shop owner

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NEW DELHI: In an attempt to honour the role of store owners and merchants in the covid-2019 lockdown and highlight their plight, Dukaan released a heart-touching video campaign, #EkNayiShuruat!, on Diwali. video narrated the tale of a shopkeeper who sells sweets and snacks, lending a brief insight into the lives of his patrons weaved through his own. Within 12 hours, this video clocked over 3 million views on various platforms like Facebook, YouTube and Instagram.

Dukaan shared in a press statement, “It is no secret that vendors have been one of the worst-hit when it comes to the implications of the COVID-19 outbreak. For them, the festivities are a ray of hope that may help them survive. As they are left hanging by the proverbial last string, it is our responsibility, therefore, to support them in every possible way. Let us share our privilege by involving them in our celebrations. After all, they deserve a happy Diwali too!”

It also noted, “Coronavirus, or COVID-19, caused a seismic shift in the way we live and celebrate festivities. With imminent lockdowns, social distancing protocols, and self-isolation, we have found ourselves amid a disconnect. Simple acts, such as purchasing sweets or decorative ornaments, have now become a risky mission - to the point where one would willingly give it a miss. While such impositions steal away from and dampen the overall joy, they also neglect the backbone of our overall economy - our local vendors. As stores were forced into pulling down their shutters during the nation-wide lockdown, shopkeepers stared into the impending pit of uncertainty.”

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