CSR of Zee News: Kartavye Nibhayein, Rashtra Banayein

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India has changed unimaginably over the last 60 years – from being a begging-bowl nation to a trillion-dollar economy. India has come a long way but its full potential is yet to be realized, refraining it from becoming a super-power.

The reason being that we, the people of India, need to realize that creating a change for the better lies in our own hands. And it is high time, when we need to perform our duties and responsibilities towards our nation.  This will make India shining and rising in its true sense. So believes a leading media organization of the country, Zee News.

Subsequent to its award winning campaign “My Earth My Duty”, Zee News comes up with another unique initiative “Hum Bharat Ke Log; Kartavya Nibhayein, Rashtra Banayein” in association with Ministry of Youth Affairs and Sports (NYKS). The campaign aims to engender and enable the spirit of performing duties for building a better nation for the citizens of India.

The first marketing initiative of its kind was launched on 1 Oct 2011, underlining its belief in what Mahatma Gandhi said “The true source of right is duty. If we all discharge our duties, rights will not be far to seek. All rights to be deserved and reserved come from my duty well performed.”

The drive was kicked off with a dedicated one hour program on the subject which will be followed by awareness on in the form of rallies, seminars, debates organized under the theme in 500 districts and more than1 lakh villages.  A special booklet based on basic fundamental duties will be distributed in every panchayat of the country.  A special oath campaign will be initiated wherein the youth will take pledge to perform their duties for the Nation.

The message will also be extensively spread by utilizing various media vehicles comprising electronic media; promos, special news bulletins, discussions, and print, radio, mobile, online with a dedicated microsite – zeenews.com/duties along with new media, so as to maximize the reach of the campaign.  The campaign aims to target at least 50 million youth of India.

The marketing head of  Zee News, Rohit  Kumar said, “At Zee News, we have always conceptualized initiatives that inculcate a sense of responsibility in people towards a cause. This campaign is necessary to awaken the future of this country i.e. the youth, who today constitute approx 30% of India’s population.  This will inspire them with a belief that the knowledge of their duties and respective rights will help them become responsible citizens simultaneously increasing their participation in the functioning of the Indian democracy and growth.”

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