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'