ShareChat launches ‘Bure Trends ka Dahan’ campaign

The film highlights digital trends, including celebrities enduring performance-related trolling, body shaming, and the dissemination of misleading headlines

Following the video launch, ShareChat users have the opportunity to explore a variety of greetings and wishes

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ShareChat, a short video platform, has launched a new campaign – ‘Karo Bure Trends ka Dahan’ aligning with Dussehra’s values. The campaign is dedicated to vanquishing negative trends in the digital world, mirroring the festival’s spirit of conquering darkness with light.

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A CGI-enabled film has been launched to visualise the effort. ShareChat has taken a stance to combat negative trends such as trolling, the proliferation of misinformation, cyberbullying, hate speech, and doxing, aiming to create a more wholesome digital space.

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The film highlights digital trends, including celebrities enduring performance-related trolling, body shaming, and the dissemination of misleading headlines. These troubling elements are creatively combined to make a Ravana effigy, which is then burned to symbolise the triumph over ‘Bure trends’ or the bad trends. In a community-driven effort, ShareChat initiated a crowdsourcing campaign, engaging its users in the mission to combat these trends. Users were invited to share their insights and experiences through in-app surveys, quizzes, and polls, paving the way for the emergence of ‘Khushiyon se Bhare Trends’ – positive trends that spread joy and positivity.

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“Our ‘Bure Trends ka Dahan’ campaign is a testament to the enduring power of storytelling, where we use the symbolism of the festival to ignite positive change in the digital space. In this fusion of cultural nuance and innovation, we aim to inspire people to rise above negativity and light the way towards a brighter digital future,” Mousumi Mishra, head of consumer marketing, ShareChat and Moj, said.

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Following the video launch, ShareChat users have the opportunity to explore a variety of greetings and wishes. They can delve into the significance and rituals of Shastra Puja during Dussehra, immerse themselves in mythological tales, and witness Ramleela. Additionally, users can enjoy Dussehra Live events on the platform, discover artwork, and find recipes within the ShareChat app.

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“Social media is really a powerful place and there’s no platform better known for its regional content. As the festival season unfolds, we for ShareChat wanted to celebrate the spirit of good over evil by taking a stance to reduce negativity prevailing on social media. In this campaign, we have used AI capabilities to build a narrative that brings out a positive change in the way we connect & engage with one another.” Amrita Gupta, brand solutions lead, Schbang, said.