Shemaroo Entertainment has rolled out a campaign, ‘Kindness Badhaye Goodness’, to spread the message of simple gestures of care and how they can curate moments of joy.

The campaign consists of an ad film.

The film, set in a quiet Goan village, unfolds through the eyes of two siblings and a single firefly. When a young boy finally manages to catch the firefly he has been chasing, his sister gently reminds him that care sometimes means letting go, not holding on. She releases the firefly, choosing kindness over possession. Weeks later, as the family decorates their home for Christmas, a power fuse blows just as their grandmother tries to light the tree. In an unexpected turn, the very firefly that was set free returns, calling on a swarm of others to illuminate the Christmas tree. Blending emotional realism with a touch of magic, the film captures the true spirit of Christmas, where connection, generosity, and shared joy shine brighter than anything else.

What we think about it: The film keeps its storytelling refreshingly restrained, letting a simple act of kindness carry the emotional weight rather than leaning on spectacle. The quiet, magical turn feels earned and neatly aligns with the brand’s India Khush Hua (India is happy) philosophy, reinforcing the idea that joy multiplies when it’s shared without expectation.

Arghya Chakravarty, chief operating officer, Shemaroo Entertainment, said, “At Shemaroo Entertainment, we believe stories have the power to move hearts and bring people together. The campaign looks at kindness in its most understated form. A small decision. A moment of empathy. What we wanted to show is that kindness, when offered without expectation, has a way of finding its way back. Moments like these quietly shape the world around us, sometimes in ways we never anticipate.”

Anuja Trivedi, chief strategy and marketing officer, Shemaroo Entertainment, added, “Festive storytelling works best when it feels honest and unforced. Christmas is often associated with giving, but the emotion behind it matters more than the act itself. The campaign does not talk about grand gestures. It focuses on a child’s choice to care. That is where the real magic lies. For us, this film is a reminder that even the smallest kindness can light up many lives. Through this campaign, we hope to inspire audiences to share that light and experience the warmth of collective joy.”