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Indian vehicle manufacturer Bajaj is encouraging Indians to spare a moment to remember martyrs who laid down their lives in military combat since 1947 to commemorate Martyrs' Day in India.

The spot titled 'Postcards of Pride' is conceptualised by Leo Burnett and narrates the story of Jitendra Singh Gurjar, a Surat-based security guard who has been writing postcards to martyrs’ families for the last 19 years. Jitendra in the spot talks about how he wrote letters to 4000 families and it made his day when the families of those martyrs sometimes called him.

Bajaj then sponsored his trip to visit all the families as he was unable to afford it. 

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, 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.”

Leo Burnett: Bajaj 'Postcards of Pride'

Agency: Leo Burnett
Client: Bajaj
Date: March 2018
Bajaj V has launched ‘Postcards of Pride’ film under its famous ‘Invincible Indians’ series. Through the film, Bajaj V asks all Indians to spare a moment to remember the martyrs who laid down their lives in military combat since 1947. It urges them to respect  martyrs’ memories, by lighting a candle outside their own homes at 8 PM on March 23, Martyrs’ Day in India.
Credits:
 
 
 
Client: Bajaj Auto
Dy. General Manager, Marketing: Soumya Das
Manager Marketing: Ashish Ohlyan
 
CREATIVE AGENCY CREDITS
 
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 CREDITS
 
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 CREDITS 
 
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
Tags: India, advertising, creative works, leo burnett
 
 
 
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