Mahindra Celebrates 25 Years of Kargil Vijay Diwas with ‘Hearts to Bravehearts’ Campaign

Mahindra & Mahindra Ltd., India’s premier manufacturer of SUVs and armoured vehicles for defence and paramilitary forces, proudly announces the launch of ‘Hearts to Bravehearts’, an initiative to commemorate the 25th anniversary of India’s victory in the Kargil War. This initiative is a heartfelt mission to honour the courage, sacrifice, and resilience of our brave soldiers, reinforcing Mahindra’s commitment to nation-building.

As part of this initiative, Mahindra SUVs will flag off simultaneously from Tanot Border Post, Kibithoo Border Post, and Kochi Port, covering 10,000 km. The convoys will carry messages from citizens to military stations, garrisons, and war memorials across the country, culminating at the Kargil War Memorial.

The campaign invites all Indians to express their gratitude towards the Indian Armed Forces through letters, poems, sketches, and other creative expressions. In partnership with Indian Post (Department of Post, Ministry of Communications), Mahindra will deliver messages from Mahindra Dealerships to three military locations, from where convoys of Mahindra SUVs will flag off. These messages will be delivered to military stations, garrisons, war memorials, and cantonments across the country, including Kargil and Drass.

Veejay Nakra, President – Automotive Division, M&M Ltd., said, “We are deeply honoured to commemorate the 25th anniversary of the Kargil victory with our ‘Hearts to Bravehearts’ initiative. This campaign is not just about remembering our heroes but about celebrating the freedom and peace they have secured for us. By sending our heartfelt messages to the brave soldiers who protect our nation, we aim to show them that their sacrifices have not only brought us safety but also endless smiles and a peaceful life. Mahindra is proud to be a part of this significant journey, reinforcing our commitment to exploring the impossible and supporting our nation’s heroes.”

In a significant collaboration, Mahindra has partnered with Faujiana to engage with Kargil war veterans, spread awareness, and drive citizen participation through its extensive network. Along the way, the drive will also foster goodwill through the involvement of eminent journalists and celebrities, amplifying the campaign’s emotional resonance.

A robust social media campaign will provide the necessary reach and scale, engaging millions across the nation. Citizens will be encouraged to share their messages on social platforms and at their nearest Mahindra Dealerships, amplifying the collective voice of gratitude and respect for our armed forces. Drop points will be set up at Mahindra showrooms and workshops nationwide, making it convenient for people to contribute their messages.

By delivering these messages to Defence destinations across the country, Mahindra proudly plays a role in honouring heroes and reinforcing the nation’s pride in its defence forces.

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