Mumbai: In a deeply moving patriotic initiative, JK Paper in collaboration with Curly Tales has unveiled ‘Sandese Aate Hai’—a national campaign that transforms handwritten letters into powerful messages of gratitude for India’s armed forces.
Built on the idea that gratitude should travel as far as duty does, the campaign takes viewers on an immersive journey into the lives of soldiers guarding the nation’s most sensitive borders. By turning handwritten notes into living tributes, the initiative reminds citizens that while the country sleeps peacefully, soldiers remain vigilant across deserts, icy peaks, volatile frontiers, and deep oceans.
A Journey Across India’s Frontiers
Led by Kamiya Jani, Editor-in-Chief of Curly Tales, and representatives from JK Paper, the series documents visits to some of India’s most strategically significant and challenging terrains, including Suratgarh in Rajasthan, Fazilka in Punjab, Uri in Jammu & Kashmir, and the eastern border regions of Kibithu and Dichu in Arunachal Pradesh near the Indo-China border. The journey also reaches Kaho, often referred to as India’s first village, underscoring how patriotism thrives even in the remotest corners of the country.
The series offers rare access to forward posts and sensitive defence installations. At Krishna Ghati in Poonch near the India-Pakistan border, the team visited strategic locations such as Nangi Tekri, a position captured during the 1971 war. The episodes showcase artillery drills, armoured vehicles, anti-drone units, air defence systems, and fortified bunkers that form the backbone of India’s defence preparedness.
From there, the campaign moves to the Siachen Glacier—the world’s highest battlefield—capturing the extreme conditions under which soldiers operate. It also highlights the role of Indian Air Force pilots who undertake high-risk missions to deliver supplies in near-impossible weather conditions.
Voices of Experience and Sacrifice
The storytelling is further strengthened by candid conversations with decorated veterans. Major General (Retd.) GD Bakshi reflects on leadership shaped by personal loss and defining military operations. Colonel (Retd.) Shivinder Pratap Singh Kamar of the Para Special Forces discusses the rigours of training and the psychological weight of unseen missions, while Major (Retd.) Gaurav Arya shares insights into how military service leaves a lifelong imprint.
In one of the most compelling chapters, Kamiya and representatives of JK Paper spend a full day aboard operational submarines, offering a glimpse into the disciplined, isolated life of naval submariners who safeguard the nation beneath the sea.
The Power of Handwritten Letters
At the core of ‘Sandese Aate Hai’ lies a simple yet powerful act—writing letters. Thousands of handwritten messages were collected from schools, colleges, families, and young Indians nationwide, expressing gratitude, pride, and respect for the armed forces. In an era dominated by instant digital communication, the campaign revives the emotional depth of pen and paper.
Every letter delivered through the initiative was written on JK Paper, positioned as the “Paper of the Nation.” The paper is sourced from sustainably managed plantations under the company’s Agro-Social Farm Forestry Programme, supporting thousands of farmer families across India.
By combining the revival of letter-writing with sustainability, the campaign underscores responsibility and conscious choices, while restoring a meaningful way to say thank you.
Continuing the Journey
Having completed two impactful seasons, ‘Sandese Aate Hai’ has emerged as one of Indian digital media’s most significant patriotic storytelling initiatives. The series not only highlights operational realities and strategic preparedness but also brings forward the human side of the uniform—marked by courage, discipline, sacrifice, and quiet resilience.
As JK Paper and Curly Tales continue the journey, the campaign aims to reach new locations, uncover untold stories, and inspire younger generations to view the armed forces with deeper respect and pride.
