The initiative helps readers send rakhis to our soldiers on the borders on Raksha Bandhan day
BestMediaInfo Bureau | Delhi | August 7, 2014
Dainik Jagran has launched a new reader connect initiative – Bharat Raksha Parv. Through this initiative on Raksha Bandhan, the newspaper aims to spread the spirit of nationalism, brotherhood and patriotism.
Basant RathoreSpeaking on the concept of the campaign, Basant Rathore, VP - Strategy & Brand Development, Jagran, said, “We celebrate ‘Bharat Raksha Parv’ across Jagran’s footprint with a fabricated Raksha Rath through which we collect rakhi/greeting cards and messages from all our readers and deliver the same to our soldiers positioned at our national borders. Through this initiative, Jagran provides an opportunity to all our readers to convey their love and regard and 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 and has been flagged off from Kanpur. The campaign will culminate with the distribution of rakhis at our national borders in Jammu and Siliguri on Raksha Bandhan Day (August 10).
Vinod ShrivastavaVinod Shrivastava, GM -Strategy & Brand Development, JAgran, said, “We are promoting this campaign extensively through print ads and editorial. On-ground activation has been an integral promotional technique followed for Bharat Raksha Parv campaign.”
“We have focused more on the digital medium through which we have an opportunity to engage more and more audience. Our digital campaign includes online contests and e-rakhi concept that facilitates the process of paying regard to our brave soldiers conveniently,” added Shrivastava.
