What is one thing that makes India very different from any other country in the world? The answer is Cultural Diversity and each & every region i.e. North, South, East or West have their own diverse cultures. Another aspect that makes India very unique is ‘Festivals’. There are festivals for every season, for every belief and every festival is celebrated with zeal and pomp.
Talking about important dates in the history of India, the two most important dates etched in the minds of every Indian are Independence Day [15th August] and Republic Day [26th January]. Brands launch important Marketing campaigns as well as Noble initiatives either on Independence Day or Republic Day. One such initiative – #KarSalaam was launched by smartphone manufacturer LG on the eve of Republic Day.
Through the #KarSalaam initiative, LG wanted to tap into the patriotic fervor and establish itself as a brand that cared for Indian sentiments. For this initiative, LG invited all Indians to share their love & affection for the most important pillar of India – The Indian Armed Forces. It is because of the hard-work and dedication of the Armed Forces that each one of us is able to enjoy sound sleep in the comfort of our homes !!
The #KarSalaam initiative was launched on mass-media platforms like TV, Radio, Print, etc. as well as on social media. Along with these avenues, LG invited all Indians to express their love for the brave soldiers through KarSalaam website. LG also invited families of Indian soldiers to leave their messages for fellow Indians on the site. #KarSalaam cause was loved and very well received by the social media addicts [Source]. It also included a donation of Rs. 1 crore towards the CPRF Welfare Fund that is dedicated to the welfare of the Indian soldiers.
The campaign not only received a blockbuster response on all the platforms but it also created a Guinness World Record 🙂 LG managed to break the Guinness Record for the ‘Longest Line of Sticky Notes’ category where it received more than 1,14,741 hand-written messages from Indians wishing the Indian Armed Forces.
Speaking about the record, Swapnil Dangarikar, Adjudicator Guinness World Records said
We are happy to announce the entry of LG Electronics India Ltd. as a record breaker for ‘Longest Line of Sticky Notes’ messages from the Indian citizens. It is an honor for us to be a medium through which we can partner in wishing the Armed Forces for their immense contribution in ensuring the safety of the citizens. This initiative of LG Electronics India is unique and we hope that they take up many similar initiatives in the near future.
Mr. Kim Ki Wan, Managing Director, LG Electronics India said
A million thanks to the people of India for showing their gratitude towards the Indian soldiers. The initiative has been a massive success that can be validated by the overwhelming response that we have received from the people in the form of messages for the soldiers. It is also a very proud moment for us at LG and immensely gratifying to break the Guinness Book of World Records by getting more than 114,741 wishes [Source]
The #KarSalaam initiative is a testimony that amazing results can be achieved if a story is told in a manner that touches the hearts of a billion Indians!!