Delhi: JK Paper has unveiled the ‘Sandese Aate Hai’ campaign, a nationwide effort dedicated to honouring and expressing gratitude to the courageous soldiers safeguarding our borders. This year-long initiative — in partnership with Curly Tales features acclaimed digital content creator Kamiya Jani — will revitalise the tradition of handwritten letters, allowing citizens to send personal messages to our Jawans at the border.
The ‘Sandese Aate Hai’ campaign, will roll out in multiple phases, is aimed at celebrating patriotism and enhancing community engagement during important national days and events. The campaign will feature on-ground activations such as school programs and Vox-Pop interviews. These activities will invite students and teachers from 100 schools, as well as people from various backgrounds, to write heartfelt messages of gratitude and appreciation for our soldiers, reviving the cherished tradition of handwritten letters in the digital era. These letters, penned on JK Paper, will be personally handed over by Kamiya to the soldiers stationed at the military bases across five different borders.
Video Links of the Pre-Buzz Campaign:
Partha Biswas, Chief of Sales & Marketing at JK Paper, expressed his enthusiasm for the campaign, stating, “We are incredibly excited about ‘Sandese Aate Hai’ which aims to revive the cherished tradition of handwritten letters and strengthen the bond between our citizens and soldiers. Just as our Jawans are dedicated to securing our borders, JK Paper is committed to environmental stewardship. Our paper is sourced from 9.50 lakh acres of Agro Social Farm Forestry Program, which not only supports sustainable practices but also provides livelihoods for close to 1,30,000 farmer families. Through this initiative, we hope to make our soldiers feel valued and supported, reaffirming our nation’s deep appreciation for their service to the nation.”
Kamiya Jani, Founder and Editor-in-Chief, Curly Tales Digital Media Pvt. Ltd., said, “It is a privilege to collaborate with JK Paper on this impactful campaign. ‘Sandese Aate Hai’ celebrates patriotism and brings back the personal touch of handwritten letters in today’s digital world. I am excited to be part of this initiative and to deliver these heartfelt messages to our heroes.”
The campaign includes an offline school activation phase, engaging with students and teachers in over 100 schools in more than 17 cities, including Delhi, Bengaluru, Hyderabad, Kolkata, and Pune. Additionally, Vox-Pop activities are taking place in Mumbai, Delhi, Bangalore, Raipur, and Amritsar at historical sites and public spaces, gathering messages from people from all walks of life. These letters will be personally delivered by Kamiya to military bases before August 15, 2024, using JK Paper — truly ‘The Paper of the Nation’.
