In a heartfelt initiative designed to bridge the gap between civilians and the nation’s defenders, JK Paper has introduced the ‘Sandese Aate Hai’ campaign. This year-long effort, in collaboration with Curly Tales and spearheaded by renowned digital content creator Kamiya Jani, aims to breathe new life into the cherished tradition of handwritten letters. By offering citizens a personal medium to express their gratitude to soldiers protecting India’s borders, the campaign seeks to foster a deeper connection between the public and those who serve.
JK Paper X Curly Tales
A Blend of Tradition and Patriotism
The ‘Sandese Aate Hai’ campaign is structured in multiple phases, meticulously timed to align with significant national days and events. This strategic approach is designed to enhance patriotism and community involvement. The campaign features extensive on-ground activations, including school programs and Vox-Pop interviews, to engage a wide audience. Over 100 schools across 17 cities, including Delhi, Bengaluru, Hyderabad, Kolkata, and Pune, will participate by encouraging students and teachers to pen heartfelt messages. Additionally, Vox-Pop activities in cities such as Mumbai, Raipur, and Amritsar will capture diverse sentiments from historical sites and public spaces.
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JK Paper: Personal Touch with Handwritten Letters
The handwritten letters, crafted on eco-friendly JK Paper products, will be personally delivered by Kamiya Jani to soldiers stationed at five different borders before Independence Day on August 15, 2024. This personal touch aims to make soldiers feel valued and supported, reinforcing the nation’s appreciation for their service.
Commitment to Sustainability
In addition to its patriotic goals, the campaign underscores JK Paper’s commitment to environmental sustainability. The company’s paper is sourced from 9.50 lakh acres of Agro Social Farm Forestry Programs, which not only supports sustainable practices but also provides livelihoods for nearly 130,000 farmer families. Partha Biswas, Chief of Sales & Marketing at JK Paper, expressed his enthusiasm, 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. Through this initiative, we hope to make our soldiers feel valued and supported, reaffirming our nation’s deep appreciation for their service.”
Curly Tales Collaborating for Impact
Kamiya Jani, Founder and Editor-in-Chief of Curly Tales Digital Media Pvt. Ltd., highlighted the significance of the collaboration, saying: “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.”
Engaging with the Campaign
As the ‘Sandese Aate Hai’ campaign unfolds, it promises to rekindle the lost art of handwritten communication while reinforcing the nation’s collective appreciation for its soldiers. The campaign also champions sustainable practices, making a positive impact on both society and the environment.
Conclusion: JK Paper X Curly Tales
JK Paper’s ‘Sandese Aate Hai’ campaign is more than just a revival of a traditional practice; it’s a heartfelt gesture that reaffirms the nation’s gratitude towards its soldiers while championing sustainable practices. As the campaign progresses, it will undoubtedly inspire many to reconnect with the personal touch of handwritten communication and support a greener future.
