NEW DELHI, INDIA — The diyas may have dimmed, and the festive echoes may have softened across homes, but for many who spent their Diwali guarding ours, the celebration begins now. As the rest of the country returns to routine, RAXA Security Solutions, in collaboration with Hashtag Orange, dedicated the day To the Ones Who Celebrate a Day After, with a heartfelt campaign around Diwali across RAXA Security Solutions’ digital and social media platforms.
For RAXA, safeguarding lives, spaces, and communities is not merely an occupation — it is an enduring commitment. This campaign stands as a heartfelt tribute to the officers, emergency responders, and frontline workers who quietly step aside during festivities so that others can embrace them fully, only to celebrate their own Diwali a little later, with quiet pride and unspoken joy.
The campaign film opens on the day of Diwali when the city is all geared up for celebrations. On the other side, we see RAXA teams in action—patrolling gates, ensuring calm and safety while the city rests. Through small, human moments—a reassuring nod, a patient smile, a message home—the film captures the silent strength of those on duty.
Reflecting on this sentiment, Abhik Mitra, BD & Marketing Head, Raxa Techno Security Solutions, shared, “When Hashtag Orange came up with this insight that was true to our dedication to safety and security, even on the days when the whole nation celebrates, we were all in. This film is a heartfelt salute to those who ensure safety and peace, and whose quiet commitment keeps every celebration secure.”
Adding to this, Amit Shankar, Chief Creative Officer & Co-Founder, Hashtag Orange, said, “As Diwali approached, we found a real and touching truth—that many celebrate only after ensuring others’ safety. When we shared it with the team at RAXA, they embraced it wholeheartedly. Together, we wanted to tell a story that feels honest, heartfelt, and deeply human. Because real heroes don’t just celebrate light, they protect the glow.”
Abhishek Prakash Khankriyal, Creative Director, Hashtag Orange, further added “The celebrations would fade into everyday chores soon. But the campaign is sure to remain in the hearts as a reminder of unseen dedication, and a celebration of those who keep the flame alive long after the world has moved on. Because for them, celebrations begin after everyone else has celebrated.”
