A worthy cause: Honoring India’s armed forces

Any nation’s military is invariably a source of pride for it service members, their families and the citizens, whose safety and security they ensure. India has one of the largest and most capable armed forces in the world, ready to answer the call and defend its borders from an aggressor. Throughout history, Indian troops have proved their mettle time and again. But, is the country really doing all it can to salute these brave heroes who have volunteered their lives in the service of their motherland?

One might be inclined to think that as Indians, we could do a much better job at honoring our jawans. LG Electronics has adopted an innovative approach to appreciating our military through their CSR strategy. Back in 2018, as part of the 69^th Republic Day celebrations, LG Electronics rolled out its #KarSalaam initiative.

The campaign was dedicated to the Indian soldiers and invited all Indians to come forward and pay tributes to the Indian Armed Forces. Six years later, the campaign is still alive and kicking. Mirchi, the renowned FM ration station, joined LG’s efforts in 2021. Through their contributions, they are promoting reverence for the undaunted spirt and the selflessness of the Indian soldier.

LG Electronics pledged another Rs. 1 crore to the Armed Forces Flag Day Fund (AFFDF) on the 73^rd Republic Day celebration on January 26, 2022. In addition to the monetary contribution, LG Electronics also conducted an awareness drive to induce people to contribute to the Armed Forces Flag Day Fund. Mirchi was also involved in this year’s campaign too. It garnered massive support across 37 cities and connected with millions of Indians through TV, radio, digital and Gaana.com.

The whole campaign was a success. Indians came forward and donated generously to the Armed Forces Flag Day Fund through the Kendriya Sainik Board www.ksb.gov.in website. The contributions from last year’s fund was used to facilitate child education programmes.

The Armed Forces Flag Fund is traditionally used to help in welfare schemes and rehabilitation of military veterans. Disabled and retired military personnel, their families, war widows and orphaned children are the beneficiaries of this fund. The little contribution made by the ordinary citizen goes a long way in ensuring our veterans and their dependents live a decent life.

Joining the uniform services is no joke. They have to endure extreme weather and hardship so that the common man sleeps peacefully at night. We owe them our lives and so much more. The least we can do for them is ensuring that they are taken care of in their later years. Little acts as simple as appreciating them or vacating our seats in public transport for them makes a world of difference to them. Let us follow LG Electronics’ footsteps and salute the brave Indian soldier.

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