#KhushiyonKiLadi

Philips asked people to join them in lighting up someone else's Diwali as part of the #KhushiyonKiLadi campaign.

The goal was to invite user-generated stories — images and videos — about how people were adding happiness to the lives of those around them, from street vendors to house help.

A social message only travels if people can see themselves inside it. Asking for a good deed already done is easier to answer than asking for one to be performed.

Take the brand's social message onto a community platform and convert it into a chain reaction: collect stories, publish the best ones back to the community, and let the people featured reshare them.

#KhushiyonKiLadi — a content piece and simple form to collect stories, a dedicated @KhushiyonKiLadi Instagram handle publishing the best submissions daily and tagging their authors, and an Instagram filter that let anyone hang a virtual ladi of lights on any object.