As a way to get the conversation going on every child’s right to a happy childhood – CRY, India’s most trusted non-profit organisation working on children’s rights, has collaborated with TikTok, one of the leading for short form video platforms, to launch an in-app fun challenge called #BachpanKiDhun.
CRY had released the #BachpanKiDhun song earlier in the year as a way to commemorate their 40th anniversary of ensuring happier childhoods for India’s children – featuring Benny Dayal, Jonita Gandhi, Ankur Tewari and Shalmali Kholgade. With the #BachpanKiDhun challenge, TikTok users will be encouraged to dance to the tune of the song with their favourite childhood dance steps – not only as a way to relive memories of their own childhood, but also as a way to show their support for the cause.
Puja Marwaha, CEO of CRY, believes that the song is a celebration of every single person who has helped CRY in reaching the last child and that this campaign with TikTok will encourage more people to join the movement.
“For the last 40 years, CRY has been working towards ensuring children are happy, healthy and creative across India. We have been able to successfully enrol and harness the potential of hundreds of thousands of people in building a better world for India’s children in their own special ways. It is so wonderful to see more young people come forward to support happier childhoods by participating in this #BachpanKiDhun challenge,” she says.
Launched on December 13, 2019, the campaign has already garnered 88 Million views.
"The idea is to urge everyone to come together for children in a fun yet meaningful way. The song compels you to look at the world through a child’s eyes. We hope that the TikTok #BachpanKiDhun challenge will inspire everyone to think of all children who deserve a happy childhood,” says Vatsala Mamgain, Director - Resource Mobilization at CRY.
"We are happy that TikTok as a platform is an enabler of change in society, across various issues. Over the last few months, a number of social welfare organizations have chosen to effectively use TikTok as a platform to spread the message about causes they advocate. We are delighted that CRY chose TikTok as a medium for a milestone campaign that aims to trigger nostalgia among people,” - Nitin Saluja, Director - Public Policy India, TikTok India.
--Press Release--
