Shriram Finance celebrates Away from Home Diwali with #DeshKaDriver

BENGALURU, INDIA – This Diwali, Shriram Finance celebrates the unsung heroes of India’s roads – the truck drivers who keep the country’s wheels turning, often miles away from their loved ones. Through its heartwarming campaign #DeshKaDriver, Shriram Finance reminds us that the spirit of Diwali isn’t defined by where you are, but by the warmth, connection, and light you share.

Conceptualized and executed by Tonic Worldwide, the campaign film opens in a small village where a young girl proudly shows her handmade rangoli to her father, a truck driver, through a video call. As he watches from afar, his eyes reflect both pride and longing. The driver’s young helper notices his emotion and decides to bring Diwali to the highway. Soon, the truck glows with lights, transforming the road into a moving celebration – and the driver’s weary expression turns into a smile of emotion and belonging.

Commenting on the campaign, Tonic Worldwide Co-Foundewr & Chief Creative Officer Sudish Balan, said, “We wanted #DeshKaDriver to become a badge of honour for India’s driving community. A reminder that every time a truck moves, the country moves with it. Shriram Finance has always believed in empowering the real backbone of India’s economy: its drivers, small entrepreneurs, and transporters. This campaign brings that belief to life, celebrating them not as service providers, but as the spirit that keeps India shining, even on Diwali night.”

Through the #DeshKaDriver initiative, Shriram Finance encourages everyone to join in celebrating these everyday heroes. The gesture is simple yet meaningful:

“When you see a driver on the road, blink your headlights three times to wish them a Happy Diwali.”

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