The 'Little Joys' of not jumping on the 'Akaay' bandwagon

Sometimes, silence speaks the loudest. Focusing on this notion and the often overlooked aspect of privacy, Little Joys, a digital wellness platform for kids, has released a heartwarming video on Instagram, refraining from (not) welcoming the birth of Virat Kohli and Anushka Sharma’s second born, Akaay.

The caption reads: “Moments meant for the heart, not the lens. Let’s cherish the untouched beauty and protect the little joys of childhood.”

While the internet is teeming with memes, wishes, reels and content capitalising on this newborn’s arrival, the brand has taken it upon themselves to urge people to respect the celebrity couple and their baby’s privacy.

Taking place in a newsroom, the video shows the team brainstorming unique takes on the birth of Akaay, as many portals have already leveraged the ‘trend’ of the baby’s birth. One of the employees suggests a play on the word ‘Akaay’ while another recalls how the birth date of Akaay summed up equals 7, the jersey number of MS Dhoni (popularly known as Thala).

The video’s central theme is conveyed by one of the employees who urges that if they want to do something for Akaay, the best thing to do is nothing.

The video beautifully reminds the audience that though celebrities have traded their privacy, the newborn doesn’t deserve to get his privacy tarnished. Stating instances of when the media went crazy over the birth of Taimur, Raha and the recent pregnancy reveal of Deepika Padukone, the video hits home on the point that it’s okay to not jump onto the bandwagon of something if it isn’t morally right.

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