The #CelebratingAcceptance campaign, conceptualised by Agency09, highlights empathy and understanding through everyday human interactions.
Godrej Industries Group has unveiled its new Diwali campaign, ‘Kanta Didi’, under its owned media platform Godrej L’Affaire. As part of the ongoing #CelebratingAcceptance initiative, the campaign encourages open conversations around inclusion and empathy in daily life.
Set in a familiar home environment, the narrative follows a domestic worker interacting with a queer couple. What begins as initial hesitation evolves into a story of warmth, respect, and genuine human connection, illustrating how acceptance can grow naturally through empathy rather than ideology.
At the heart of the film is Kanta Didi, whose candid and compassionate response to meeting the queer couple reflects the campaign’s central message – that acceptance is a simple act of humanity. Through her openness, the film demonstrates how ordinary, everyday interactions can challenge stereotypes and foster inclusion.
Conceptualised by Agency09, ‘Kanta Didi’ continues Godrej L’Affaire’s #CelebratingAcceptance journey, reinforcing the idea that meaningful social change often starts in personal, intimate spaces. The film’s tagline –
“Riwaazon se rishte nahi bante, hum rishton se riwaaz banate hai”
– underlines that relationships, not rituals, form the true essence of Diwali celebrations.
Through this campaign, Godrej aims to spark conversations on empathy, respect, and understanding, showing that small gestures in everyday life can lead to a more inclusive society.
