As India gears up to celebrate its 75th Independence Day on August 15, the central government has unveiled the ‘Meri Maati Mera Desh’ campaign to mark this significant milestone. The campaign aims to foster a sense of national pride and unity by inviting citizens to pay tribute to the motherland, India.
I&B Secretary, Apurva Chandra, expressed that the ‘Meri Maati Mera Desh’ campaign surpasses the previous ‘Har Ghar Tiranga’ initiative in ambition. However, the ‘Har Ghar Tiranga’ campaign will continue alongside the new campaign. The objective of ‘Meri Maati Mera Desh’ is to elevate the patriotic fervor to another level, encompassing every corner of the nation.
Gaurav Dwivedi, CEO of Prasar Bharati, affirmed that the public broadcaster, along with Doordarshan and Akashvani, will play an active role in amplifying the campaign’s reach. Utilizing radio and broadcast channels, they intend to extend the campaign’s message to the farthest corners of the country, making it accessible to all.
Remarkably, the government has taken a distinctive approach by deciding not to allocate a marketing budget for this campaign. Apurva Chandra clarified that as the ‘Meri Maati Mera Desh’ initiative is a social movement, they aim to involve every Indian in the process. Similar to the ‘Har Ghar Tiranga’ campaign, the government will not rely on paid advertising but instead seeks widespread citizen participation to make the campaign a resounding success.
The campaign encourages citizens to express their reverence for the soil of India, symbolizing their deep-rooted connection with the nation. People are invited to offer tributes to the ‘mitti’ (earth/soil) of their motherland. A significant aspect of the initiative involves individuals taking a ‘mutthi bhar mitti’ (handful of soil) or ‘maati ka diya’ (earthen lamp) to pay respects to the bravehearts whose sacrifices have contributed to India’s freedom and progress.
As the 75th Independence Day approaches, the ‘Meri Maati Mera Desh’ campaign serves as a poignant reminder of the nation’s rich history, heritage, and the collective responsibility of its citizens to preserve and cherish these values. It not only celebrates India’s journey towards independence but also serves as a call for unity, fostering a sense of belonging and pride among every Indian.
The absence of a marketing budget demonstrates the government’s emphasis on inclusivity and public participation, ensuring that every individual can actively engage with the campaign’s message. With the support of Prasar Bharati, Doordarshan, Akashvani, and other media outlets, the ‘Meri Maati Mera Desh’ campaign is set to resonate across the nation, empowering citizens to honor their motherland and contribute to a prosperous and united India.
