Gurgaon – In an age where festive wishes come with emojis and purchases are delivered by drones, JSW MG Motor India has decided to do something refreshingly analog this Diwali—remind us that humanity doesn’t come with a tracking number.
The automaker, known for its forward-thinking technology and emotional storytelling, has launched ‘Directory of Kindness’—a crowdsourced celebration of India’s true festive backbone: the potters, mithaiwalas, tailors, florists, and electricians who make Diwali sparkle one diya and one light string at a time.
Through this initiative, MG invites people to share details of their local artisans and service providers, effectively building a digital map of kindness—one that’s powered not by AI, but by empathy. It’s a rare corporate campaign where the “network” is made of people, not pixels.
Udit Malhotra, Head of Marketing, JSW MG Motor India, put it aptly:
“Festivals are about the joy we create together, not just what we buy. Progress must always remain human at its core.”
And because every heartfelt campaign deserves a good story, MG’s short film—starring OTT actor Gagan Arora and veteran Anil Khopkar—captures the simple magic of human connection. A young professional, forever glued to his screen, rediscovers Diwali through real-world interactions after a gentle nudge from his grandfather. It’s part nostalgia, part nudge, and fully a reminder that sometimes the best algorithm is a smile.
Conceptualized by creative agency Green Chutney (a name as Indian and heartwarming as the campaign itself), the film blends relatable storytelling with cinematic warmth. No AI filters, no futuristic drones—just human faces, real emotion, and the kind of storytelling that makes you want to call your mithaiwala and say, “Bhaiya, wahi motichoor ke laddoo bhej dena.”
In a world of next-day delivery, JSW MG Motor India is urging us to deliver something timeless—kindness, connection, and community. This Diwali, as the brand beautifully suggests, maybe the true luxury isn’t a new gadget. It’s knowing the name of the person who made your diya.
