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This Diwali, let’s make an extra effort to bring joy and happiness to our hardworking KaamvaliDidi
Indore, 15November, 2023: “#DidiKaamwali (#DIDIKAAMWALI), an initiative led by PR 24×7, India’s prominent regional PR organization, has reached its third anniversary. Launched on November 4 three years ago, the campaign’s purpose is to acknowledge the hardworking didis who contribute diligently to our community throughout the year, gaining substantial support from the public. The positive impact of this initiative continues to manifest this year as well. PR 24×7 urges everyone to show respect not only to those employed at home but also to those working in our streets and neighboring areas. They play a crucial role in keeping our homes clean and organized, so it’s only fair that we show appreciation for their dedication and efforts during this festive season. Whether it’s through a heartfelt gesture or a thoughtful gift, let’s ensure she feels valued and appreciated as part of our celebrations. In the true sense, that would be the celebration of two Diwalis with one lamp.
Expressing his perspective on this initiative, Atul Malikram, the Founder of PR 24×7, remarked, “Nearly a month prior to Diwali, the cleaning routine commences in our households, encompassing various items and utensils. Occasionally, we notice dust accumulating in different corners of our homes. In addition to their regular responsibilities, we assign them additional small tasks. At times, we present them with four large utensils to wash, and on other occasions, we involve them in cleaning cobwebs and dust from the walls. During that period, we often overlooked the fact that she was employed in ten other households similar to ours. I am inclined to think that this scenario is likely playing out in all homes during the Diwali month. Rarely does anyone consider that these workers, too, have a need for cleaning in their own homes, and they might be celebrating Diwali amidst chores. It is worth noting that while enhancing the aesthetics of our homes and attending to our needs, they tend to neglect their own well-being and homes. This is a reality we must acknowledge.”
He adds, “The true worth of our Kaamvalididis becomes evident the day they take leave for any reason. Even though they work relentlessly for prolonged durations, facing exhaustion, our reaction tends to be more inclined towards frustration than understanding, primarily due to the inconvenience of managing a day’s work ourselves. It is imperative to acknowledge their importance. I earnestly urge everyone to express gratitude and provide support to those individuals who conscientiously take care of you every single day throughout the entire year.”
Notably, as part of this initiative last year, the general public in India showed their support for the Didis who play a crucial role in caring for our families. Many individuals changed their profile frames to #DIDIKAAMWALI on social media, endorsing an appeal to respect the dignity of their work, considering they leave their homes to enhance the beauty of ours. The people of the country wholeheartedly embraced this campaign, actively supporting #DIDIKAAMWALI and spreading awareness within their families. We encourage everyone to celebrate this Diwali under the banner of #DidiKaamwali, ensuring not only a bright Diwali for her but also a brighter life throughout the year by pledging to honor her. Join the campaign by posting your photo with this hashtag and extend your care to those who take care of you year-round.
