Bajaj Group launches 'Elevate India' CSR with Acture Media

On the momentous occasion of India’s 79th Republic Day, Bajaj Group unveiled its transformative CSR initiative, Bajaj Elevate India, designed to empower rural communities and showcase the organization’s unwavering commitment to the nation’s growth. Executed and promoted by Acture Media, a dynamic growth marketing agency, the campaign highlights Bajaj’s pivotal role in India’s development journey, from the freedom struggle to the present day. 

Driving the vision, Acture Media played a pivotal role in promoting and executing the campaign. From crafting compelling social media strategies to developing communication plans, they ensured the message reached the right audience far and wide. This campaign not only celebrates Bajaj’s rich legacy and historical contributions but also spotlights their ongoing commitment to transforming rural Bharat through impactful, sustainable development initiatives. 

At the heart, Elevate India is the Bajaj Foundation, the CSR arm of Bajaj Group, which has been actively uplifting rural communities for over 15 years. Through strategic partnerships with villagers and the Maharashtra Government, the foundation has targeted regions prone to farmer suicides, such as Wardha (Maharashtra), Sikar (Rajasthan), and Lalitpur (Uttar Pradesh). To date, the foundation has impacted over 22 lakh individuals and transformed the lives of 5 lakh families of rural communities by revitalising and focusing on water conservation, sustainable farming, women empowerment, skill development, clean energy, rural infrastructure, healthcare, and education. 

Commenting on the campaign, Shri Shishir Bajaj, Chairman of Bajaj Foundation and patriarch of Bajaj Group, stated: "As the grandson of Shri Jamnalal Bajaj, a visionary who championed rural empowerment, and the son of Shri Kamalnayan Bajaj, I feel honored to continue their mission of nation-building and self-reliance. Together with my sons, Kushagra Bajaj and Apoorv Bajaj, we are committed to creating sustainable, self-reliant communities. I am happy that DD Kisan has decided to telecast our film on their channel that has a dedicated viewer base from our country’s farming community. Our aim is to reach out to each and every Indian primarily our rural communities and inspire them to become self-reliant problem solvers in this era of growth and collaboration. I urge to watch our film and associate with Bajaj Group’s enduring commitment to a Viksit Bharat envisioned under the leadership of our honourable prime minister Shri Narendra Modi.” 

Jennifer Mulchandani, Co-founder & CXO of Acture Media added, “Working on ‘Bajaj Elevate India’ has been an incredibly rewarding experience for us at Acture Media. From brainstorming and shaping the campaign’s concept to crafting the communication strategy and driving its promotion across social media, every step has been driven by our shared commitment to inspire meaningful change. It’s been an absolute pleasure to collaborate with the Bajaj team, and seeing the real-world impact they've made has been nothing short of inspiring. This campaign is a true celebration of progress, and we’re proud to have played a part in bringing this powerful vision to life.”