Bajaj V’s ‘Postcards of Pride’ film pays homage to soldiers this Martyrs’ Day

Mumbai: Bajaj V, the bike forged with the invincible metal of INS Vikrant has launched ‘Postcards of Pride’ film under its famous ‘Invincible Indians’ series. Through the film, Bajaj V asked all Indians to spare a moment to remember our martyrs who laid down their lives in military combat since 1947. It urges them to respect our martyrs’ memories, by lighting a candle outside their own homes at 8 PM on March 23, Martyrs’ Day.

22,000 of our soldiers have sacrificed their lives to protect our lands and borders, till date. Over the course of time, we as a nation, tend to move on with our grief of losing our brave men. One man, however, decided to honour our martyrs and their families’ great sacrifices. ‘Postcards of Pride’ captures the story of Jitendra Singh Gurjar, a Surat-based security guard who has been writing postcards to martyrs’ families for the last 19 years. Till date he has written letters to 4000 families. Through the film Bajaj V conveys a message of all Indians to come together on Martyrs’ Day at the same time to pay a tribute to our soldiers.

Speaking about the initiative, Sumeet Narang, Vice President – Marketing (Motorcycles), Bajaj Auto said: “Bajaj V has created Invincible Indians, a platform to showcase the stories of solid Indians who, by their resolve and determination, performed extraordinary acts for our society. We feel that like Medicine Baba, Ambulance Dada and others, Jitendra Singh Gurjar is also a true Invincible Indian and hope that his story will inspire millions of Indians to do their bit to pay tribute to our martyrs.”

Speaking about the initiative, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia, said, “As humans we are prone to grieve about something momentarily, if it is far removed from our own lives. We fail to internalise that even a single martyr’s death is our collective misfortune; it is an eventuality that happened only to keep us safe. Bajaj V and Leo Burnett India wanted people to honour our soldiers’ memories and say a silent thanks to them on Martyrs’ Day. We may never become Jitendra Gurjar ourselves, but we can definitely try. The brand has done a brilliant job of paying homage to our forgotten heroes, and I’m sure this Humankind idea will urge Indians to light a candle outside their homes on March 23.”

CLIENT CREDITS

Client: Bajaj Auto

Dy. General Manager, Marketing: Soumya Das

Manager Marketing: Ashish Ohlyan

CREATIVE AGENCY CREDITS

Creative agency: Leo Burnett India

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma

Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das

Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble

Senior Creative Directors: Kevin Lobo, Vikrant Yadav

Art Directors: Deepak Jage, Vikrant Wadkar

Copy Directors: Vivek Unnikrishnan, Piyush Jaiswal