Raksha Bandhan is a festival of sublime sentiments promising protection, affection & unconditional love among brothers & sisters. This is an occasion to strengthen their bond through a piece of sacred thread that keeps them connected throughout their lives.
On this auspicious occasion, through a Reader Connect Initiative Jagran would like to spread the spirit of Nationalism, brotherhood and Patriotism among all.
Detailing the concept of the Campaign, Mr Basant Rathore : VP - Strategy & Brand Development said :
"We celebrate "Bharat Raksha Parv" across Jagran's footprint with a fabricated Raksha Rath through which we collect Rakhi's / Greeting Cards and Messages from all our readers and deliver the same to our brave soldiers positioned at our National Border.
Rakhi is distributed at our National Borders (Jammu and Siliguri) on Raksha Bandhan Day (10th August, 2014) with a function being conducted at these places. Through this initiative, Jagran provides an opportunity to all our readers to convey their love & regard & acknowledge the sincere efforts of our brave soldiers who are always ready to sacrifice their life for the nation every single day, every season".
Raksha Rath covers all the footprints of Dainik Jagran & is flagged off from Kanpur. From Kanpur it travels to various locations through 3 different routes & has stoppages in every City.
At every location Jagran team along with prestigious people from the city welcomes the Raksha Rath. This Raksha Rath is taken to prominent locations in the city & a function is held to collect Rakhi for each city, which in turn is handed over to the soldiers.
On asking about the Promotion of this campaign: Mr Vinod Shrivastava : GM -Strategy & Brand Development said:
"We are promoting this campaign extensively through Print with regular Ads & editorial being taken. On-ground activation has been an Integral Promotional technique followed for Bharat Raksha Parv Campaign.
We don't find a need to move more on the Electronic medium as this Campaign has a specific route to follow so it is more important to go individualistic than going in masses. Instead, we have focused more on the digital medium through which we have an opportunity to engage more & more audience in an innovative manner. You will get to see Online contests & e-Rakhi concept that facilitates the process of paying regard to our brave Soldiers, conveniently".