JK Paper, a leading name in the paper manufacturing industry, has launched 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 includes on-ground activations such as school programs and Vox-Pop interviews, involving students, teachers, and the general public. Participants will write heartfelt messages of appreciation on JK Paper, which will be delivered to soldiers at military bases across five borders by Kamiya Jani.
Partha Biswas, Chief of Sales & Marketing at JK Paper, expressed excitement about the initiative, 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 over 100 schools in cities such as Delhi, Bengaluru, Hyderabad, Kolkata, and Pune. Vox-Pop activities will be held in Mumbai, Delhi, Bangalore, Raipur, and Amritsar, collecting messages from diverse communities. All letters will be delivered to military bases by Kamiya Jani before August 15, 2024, using JK Paper, dubbed ‘The Paper of the Nation.’
Through 'Sandese Aate Hai,' JK Paper and Curly Tales aim to create a meaningful impact, ensuring that soldiers feel appreciated and recognised by the nation they serve. Additionally, JK Paper is committed to promoting eco-friendly practices and offering sustainable alternatives to plastic, contributing to a greener future.
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