Fostering Unity: India's Biggest Tech Outreach Campaigns

Campaigns serve as testaments to the ability of a single platform to channel numerous voices toward a common purpose, writes Saurav Bhaik

With over 500 million internet users, India is one of the largest and fastest-growing markets for digital consumers. With the ongoing endeavours to narrow the digital divide under the Digital India initiative launched by the Government of India, India holds the potential to become a fully connected nation by 2025. This transformative journey has not only addressed longstanding challenges such as scarcity, awareness gaps, and outdated methods but has also ushered in an era of convenience, efficiency, and technological advancement. With technology, we have achieved once-unthinkable feats like Chandrayaan-III. There are countless stories of technological strides in the business world.

One of the notable chapters is also how technology has united and nurtured the sense of patriotism for the last three years on Independence Day. Remember the times when families gathered around the TV for the parade, merely as spectators? Now, in a new era, innovative tech outreach campaigns since 2021 have transformed this tradition, igniting a fresh patriotic fervour on Independence Day.

This transformation began when citizens enthusiastically sang the National Anthem during the ‘Rashtragaan’ campaign in 2021 and shared their recordings. The remarkable success of the initial campaign surpassed expectations, revealing how technology played a pivotal role in unifying a nation that stands as the world's largest democracy.

Followed by Rashtragaan, we witnessed a virtual representation of unity through the campaign of ‘Har Ghar Tiranga 2022’, where every citizen hoisted the tricolour and captured their patriotism with a selfie. These images were later combined to create a single Digital Tiranga. The campaign witnessed participation from over 6 Crore individuals. Following its success, the Prime Minister announced ‘Har Ghar Tiranga 2023’, as he tweeted, "The Tiranga symbolizes the spirit of freedom and national unity. Every Indian has an emotional connection with the Tricolour and it inspires us to work harder to further national progress”. The 2023 campaign took the world by storm, breaking all previous records and witnessing participation from an astonishing number of over 10 Crore

people across the nation. It highlights how India, as a nation, quickly adapted to the advancement of technology over just a year.

Another Campaign 'Meri Maati Mera Desh' was nothing short of a national phenomenon. This people-powered initiative not only celebrated the nation's multifaceted achievements but also paid homage to the brave 'Veers' by taking the Panch Pran pledge in their honour. The response was overwhelming, with over 4.5 Crore pledges within a week. This outpouring of enthusiasm spanned from schools to government institutions, exemplifying the campaign's widespread resonance. It underscored the transformative power of technology in advancing and amplifying core values at a significant scale. Widespread participation was also attributed to social media. These channels ignited emotional bonds among people through shared images, tagging acquaintances, and showcasing participation certificates, emphasizing the campaign's impact.

In today's technology-driven era, campaigns like 'Rashtragaa’, 'Har Ghar Tiranga' and 'Meri Maati Mera Desh' have fostered a unified voice of patriotism across the nation. These campaigns serve as testaments to the ability of a single platform to channel numerous voices toward a common purpose. Notably, their successful execution amidst significant website traffic attests to India's digital progress, ensuring accessibility for people of all generations. It is crucial to acknowledge that technology's true power lies in its ability to serve a larger purpose. These campaigns showcased technology as a bridge, linking diverse ideas, dreams, and sentiments, all while celebrating India's cultural richness.

(Saurav Bhaik, Founder and CEO of Tagbin)

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