The campaign aims at recognising and inspiring selfless acts of goodness by people across demographics, social strata and causes that impact society positively, the company said in a statement.
"We firmly believe that any selfless act of goodness -- across demographics, causes and regions -- needs to be encouraged.
"There is a genuine need to create a platform where each such act by individuals or groups can be shared with a larger audience and amplified to be recognised.
The campaign has been initiated recently on all social media platforms to create awareness and encourage people to take action in the 'good' direction, the statement said.