Bajaj V's ‘Invincible Indians' initiative adds ‘Postcards of Pride'

Under its content initiative ‘Invincible Indians’ series, Bajaj V has launched another film ‘Postcards of Pride’ film. The initiative aimed at recognising and honouring common citizens of the country who go above and beyond the call of duty towards their community and country.

The brand has maintained a web page , where people can nominate people who have have been serving the society. One can find several other stories of such people on the website. The move is part of the company’s efforts to promote the Bajaj V15, the 150cc motorcycle. The automaker has also launched a section on its website as part of the initiative.

‘Postcards of Pride’ captures the story of Jitendra Singh Gurjar, a Surat-based security guard who has been writing postcards to martyrs’ families for the last 19 years. Till date he has written letters to 4000 families.

Through the film, Bajaj V asks all Indians to spare a moment to remember our martyrs who laid down their lives in military combat since 1947. It urges them to respect our martyrs’ memories, by lighting a candle outside their own homes at 8:00 PM on March 23, Martyrs’ Day.

22,000 of our soldiers have sacrificed their lives to protect our lands and borders, till date. Over the course of time, we as a nation, tend to move on with our grief of losing our brave men. One man, however, decided to honour our martyrs and their families’ great sacrifices. Through the film Bajaj V conveys a message of all Indians to come together on Martyrs’ Day at the same time to pay a tribute to our soldiers. 

Sumeet Narang

Speaking about the initiative, Sumeet Narang, Vice President, Marketing (Motorcycles), Bajaj Auto, said, “Bajaj V has created Invincible Indians, a platform to showcase the stories of solid Indians who, by their resolve and determination, performed extraordinary acts for our society. We feel that like Medicine Baba, Ambulance Dada and others, Jitendra Singh Gurjar is also a true Invincible Indian and hope that his story will inspire millions of Indians to do their bit to pay tribute to our martyrs.”

Rajdeepak Das

Speaking about the initiative, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia, said, “As humans we are prone to grieve about something momentarily, if it is far removed from our own lives. We fail to internalise that even a single martyr’s death is our collective misfortune; it is an eventuality that happened only to keep us safe. Bajaj V and Leo Burnett India wanted people to honour our soldiers’ memories and say a silent thanks to them on Martyrs’ Day. We may never become Jitendra Gurjar ourselves, but we can definitely try. The brand has done a brilliant job of paying homage to our forgotten heroes, and I’m sure this Humankind idea will urge Indians to light a candle outside their homes on March 23.”

The TVC:

Credits

Client: Bajaj Auto

Dy. General Manager, Marketing: Soumya Das

Manager Marketing: Ashish Ohlyan

Creative agency: Leo Burnett India

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma

Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das

 Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble

Senior Creative Directors:  Kevin Lobo, Vikrant Yadav

Art Directors: Deepak Jage, Vikrant Wadkar

Copy Directors: Vivek Unnikrishnan, Piyush Jaiswal

Executive Vice President: Sanju Menon

Vice President: Rajiv Wadhwa

Brand Associates: Shreya Bhalla, Amol Borkar

Digital Agency: Indigo Consulting

Client Servicing Director: Reuben Borah

Senior Account Director: Chaitanya Shah

Associate Creative Director: Sacchidanand Chavan

Copy Supervisor: Ralston Dsouza

Production House: Prodigious

Head of Prodigious: Vandana Watsa

Senior Producer: Akshay Multani

Associate Producer: Brendon Benjamin

Post Producer: Sajid Shaikh

Directors: Kevin Lobo, Vikrant Yadav