KATHMANDU: Laxmi Sunrise Bank has recently launched 'Laxmi Sunrise Utsav', a social awareness campaign, on the occasion of Tihar and Chhath festivals.
The bank has stated that this campaign has been launched to promote the cultural tradition of welcoming the birth of a daughter as the arrival of the goddess Laxmi in the traditionally patriarchal Nepali society. Furthermore, the campaign seeks to advocate for equality between son and daughter, emphasizing that both should be treated with equal regard. In Nepali society, the birth of a son is often celebrated, while some families still express sadness when a daughter is born. Laxmi Sunrise Utsav strives to challenge and transform such prevailing beliefs and attitudes.
As part of the Laxmi Sunrise Utsav campaign, the bank was said to be creating three videos where daughters are regarded as the Goddess Laxmi believed to bring prosperity to their homes. The bank planned to release these videos one by one to the public.
The bank has also incited people to share their own videos showcasing how they embrace female family members as Laxmi. Those interested in participating in this campaign were asked to share the video of their female family members' stories and tag the bank with the hashtag #Laxmisunriseutsav. Of the participants, the three best winners will get Rs 50,000, Rs 30,000 and Rs. 15,000 cash prizes.
