As the year draws to a close, conversations around celebration often turn louder and brighter. Shemaroo Entertainment chooses a quieter route this Christmas, releasing a new campaign ‘Kindnessbadhayegoodness’, that reflects on how small acts of kindness can create meaning far beyond the moment they are performed.
Set in a serene Goan village, the campaign unfolds through the eyes of two siblings and a single firefly. A young boy finally captures a firefly he has been chasing, only to be gently reminded by his sister that care sometimes means letting go. That simple choice becomes the emotional core of the film, culminating in a Christmas miracle where kindness returns not as reward, but as shared wonder.
The campaign brings together storytelling and innovation, reflecting Shemaroo Entertainment’s continued embrace of AI-led creativity to elevate visual narratives. By blending emotional realism with subtle magical elements, the film mirrors the essence of Christmas, where connection, generosity, and shared joy outshine all else.
Arghya Chakravarty, Chief Operating Officer, Shemaroo Entertainment Ltd., 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 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 & Marketing Officer, Shemaroo Entertainment Ltd., 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.”
The campaign aligns with Shemaroo Entertainment’s brand philosophy of India Khush Hua, reinforcing the idea that joy multiplies when shared. This Christmas, Shemaroo invites audiences to pause, reflect, and believe in the quiet power of kindness. Because sometimes, a single small light is all it takes to illuminate everything around it.
