Firefly Fire pumps launches #SapnoKiDiwali digital campaign to address the issue of Child Labour in the Firecracker industry

Firefly Fire pumps launches #SapnoKiDiwali digital campaign to address the issue of Child Labour in the Firecracker industry

Pune, India: October 22nd, 2022: Firefly Firepumps, India’s largest manufacturer, supplier and exporter of vehicle-mounted fire fighting pumps has announced the launch of their first ever digital campaign#SapnoKiDiwali which highlights the message of “Avoiding buying crackers that are made by children at the firecracker industry”. The digital campaign creates awareness regarding the tough situations wherein children are forced to work at firecracker factories through the point of view of two young dreamers “Raju” and “Chani”.

The two children, Raju and Chani, are portrayed in the digital campaign as aspiring professionals in the field of boxing and dancing respectively. However, due to financial circumstances, they are forced to work in an unsafe environment wherein their dreams and aspirations are left to die just as many children lose their lives due to the outbreak of fire accidents every year at these factories.

Mr. Rohit Mali, Marketing Director at Firefly Firepumps has said, “We have witnessed several incidents wherein young children have given up on their dreams and aspirations due to their poor financial statuses and have been working in extremely unsafe and atrocious conditions at these factories. As a company, we have taken this initiative to educate our stakeholders about the perils that exist during festive seasons in our country. Keeping in line with our purpose of fire safety, this digital campaign will light hope so that potential buyers understand the conditions that children are subjected to while working at the factories. We would also like to start conversations about this prevailing issue and focus on the need to enhance fire safety at such locations where an outbreak of this level can be endangering.”

Mr. Sahil Vaidya, Co-Founder of The Minimalist has shared, “At The Minimalist, we strongly believe that brands should act just like humans and initiate thought-provoking conversations. We’re proud to have worked with the Firefly team to launch a hard-hitting campaign that touches upon the plight of the children who suffer every year, while highlighting the unsavory reality using our signature minimalistic approach. It is our hope that this campaign reaches the masses and marks an important milestone in Firefly’s journey of changing many lives”

Newspaper reports reveal that government statistics on the child labour population showcase that India has over 20 million child labourers. NGO estimates are way higher, and they suggest that this is almost 60 million in India and can extend up to a 100 million if all children (including those out of school) are part of the labour force. 1

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