Mumbai, June 13, 2024: In a heartfelt tribute to the valor of the Indian Armed Forces, Mahindra & Mahindra Ltd., a leading manufacturer of SUVs and armoured vehicles, has launched the ‘Hearts to Bravehearts’ initiative. This campaign commemorates the 25th anniversary of India’s victory in the Kargil War and aims to honour the courage, sacrifice, and resilience of the soldiers.
The initiative invites citizens to express their gratitude through letters, poems, sketches, and other creative forms. These messages will be collected via social media and at Mahindra Dealerships across the country. In collaboration with Indian Post, Mahindra will ensure these heartfelt messages reach Tanot Border Post, Kibithoo Border Post, and Kochi Port, from where convoys of Mahindra SUVs will embark on a 10,000 km journey to military stations, garrisons, and war memorials, culminating at the Kargil War Memorial.
Veejay Nakra, President of the Automotive Division at Mahindra & Mahindra Ltd., shared, “We are deeply honoured to commemorate the 25th anniversary of the Kargil victory with our ‘Hearts to Bravehearts’ initiative. This campaign is not just about remembering our heroes but about celebrating the freedom and peace they have secured for us. By sending our heartfelt messages to the brave soldiers who protect our nation, we aim to show them that their sacrifices have not only brought us safety but also endless smiles and a peaceful life. Mahindra is proud to be a part of this significant journey, reinforcing our commitment to exploring the impossible and supporting our nation’s heroes.”
In a significant collaboration, Mahindra has tied up with Faujiana, a partner organization dedicated to engaging with Kargil war veterans. This partnership aims to spread awareness and drive citizen participation through its extensive network. Along the route, the drive will also involve eminent journalists and celebrities to amplify the campaign’s emotional resonance.
A robust social media campaign will provide the necessary reach and scale, engaging millions across the nation. Citizens will be encouraged to share their messages on social platforms as well as at their nearest Mahindra Dealerships, amplifying the collective voice of gratitude and respect for our armed forces. Drop points will be set up at Mahindra showrooms and workshops nationwide, making it convenient for people to contribute their messages.
Through this initiative, Mahindra proudly honours the heroes of the Kargil War and reinforces the nation’s pride in its defence forces.
