JK Paper & Curly Tales revive patriotism with 'Sandese Aate Hai' campaign

In a heartfelt initiative aiming to bridge the gap between civilians and the nation's defenders, JK Paper has launched the 'Sandese Aate Hai' campaign. This year-long endeavor, in collaboration with Curly Tales and spearheaded by renowned digital content creator Kamiya Jani, seeks to rejuvenate the age-old tradition of handwritten letters, offering citizens a personal medium to express gratitude to soldiers safeguarding India's borders.

A Blend of Tradition and Patriotism

The campaign, structured in multiple phases, is meticulously timed to coincide with significant national days and events, fostering a sense of patriotism and community engagement. On-ground activations, including extensive school programs and Vox-Pop interviews, are set to play a pivotal role. Engaging over 100 schools across 17 cities such as Delhi, Bengaluru, Hyderabad, Kolkata, and Pune, students and teachers alike are encouraged to pen down their heartfelt messages. Simultaneously, Vox-Pop activities in cities like Mumbai, Raipur, and Amritsar aim to capture sentiments from diverse demographics at historical sites and public spaces.

These handwritten letters, crafted on JK Paper's eco-friendly products, will be personally delivered by Kamiya Jani to soldiers stationed across five different borders before Independence Day on August 15, 2024.

Expressing his enthusiasm, Partha Biswas, Chief of Sales & Marketing at JK Paper, remarked: "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. Our paper is sourced from 9.50 lakh acres of Agro Social Farm Forestry Program, which not only supports sustainable practices but also provides livelihoods for close to 1,30,000 farmer families. Through this initiative, we hope to make our soldiers feel valued and supported, reaffirming our nation’s deep appreciation for their service."

Kamiya Jani, Founder and Editor-in-Chief of Curly Tales Digital Media Pvt. Ltd., added: "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."
Promoting Sustainability

Beyond its patriotic essence, the campaign underscores JK Paper's commitment to environmental sustainability. By promoting the use of paper as a sustainable alternative to plastic and other non-biodegradable materials, the company aims to reshape perceptions about paper consumption in the digital age.

Engage with the Campaign

As 'Sandese Aate Hai' unfolds, it promises not only to rekindle a lost art but also to fortify the nation's collective appreciation for its soldiers, all while championing sustainable practices for a greener future.