Mahindra & Mahindra Ltd. is commemorating the 25th anniversary of India’s pivotal triumph in the Kargil War with a heartfelt initiative known as Hearts to Bravehearts. Going beyond mere recognition, this campaign aims to forge enduring bonds between the nation’s people and its courageous defenders, spotlighting the sacrifices, bravery, and resilience of our armed forces.
Central to this initiative is a novel approach that humanizes soldiers through relatable everyday situations. The campaign’s promotional film portrays soldiers in moments of camaraderie: one seeks advice on helping a fellow soldier reconcile with his girlfriend, another swaps jokes to keep spirits high, a third researches vacation spots for a busy drill sergeant, and a fourth looks for TV shows to unwind after duty.
These slice-of-life glimpses offer a touching insight into the lives of our brave soldiers, revealing their humanity beyond their roles as guardians of our nation.
A key aspect of the campaign involves Mahindra’s collaboration with India Post. Together, they facilitate the delivery of heartfelt messages of gratitude from Mahindra Dealerships to significant locations such as Tanot Border Post, Kibithoo Border Post, and Kochi Port.
Mahindra SUV convoys will embark on an extraordinary journey spanning over 10,000 km, symbolizing a heartfelt odyssey of gratitude and respect. These convoys will traverse military stations, garrisons, war memorials, and culminate at the hallowed grounds of Kargil, delivering messages that resonate with the nation’s collective appreciation for our armed forces.
The scope and depth of collaboration in this initiative are remarkable, involving not only Mahindra and India Post but also the Indian Army, Faujiana, and Mahindra’s extensive network of dealerships nationwide. This unified effort underscores the solidarity of our nation in honoring those who selflessly serve and protect.
“In today’s dynamic market, building a modern brand goes beyond innovation—it’s about creating genuine connections and engaging meaningfully with our communities. As a proud Indian brand, we are honoured to partner with the Indian Army and India Post for this campaign. Covering 10,000+ km in a convoy of Mahindra SUVs, #HeartsToBravehearts exemplifies our commitment to explore the impossible.” wrote Neha Anand, VP and head – global brand & marketing communications, Mahindra Automotive, in a LinkedIn post.
Join the ‘Hearts to Bravehearts’ campaign
Citizens are encouraged to actively participate in the campaign by expressing their gratitude through various channels. Participating in the campaign is easy and encourages widespread involvement:
- Social Media Engagement: Post on social media using #HeartsToBravehearts and tag Mahindra Auto to share your message of gratitude.
- Online Submission: Visit https://auto.mahindra.com/heartstobravehearts to post your message online and join the campaign digitally.
- Visit a Mahindra showroom: Walk into any Mahindra showroom or workshop to drop your handwritten messages, photos, videos, paintings, poems, handwritten letters, or any creative expressions of appreciation for our armed forces.
The campaign welcomes a variety of content, including life hacks, tips, jokes, and heartfelt messages, encouraging participants to share anything that comes straight from the heart. The response to the campaign has been heartwarming, with people from all walks of life already actively participating. Citizens have been sharing their heartfelt messages and creative expressions, showcasing the collective gratitude and appreciation for our brave soldiers.
Join the #HeartstoBravehearts campaign today and be a part of this nationwide movement to honour and celebrate our heroes in uniform.
