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A rose and a salute for India's soldiers on Valentine's Day

Mahindra Group launched the #LoveForJawans campaign on February 14, 2020

While the world celebrated Valentine’s Day, India mourned the loss of the brave heroes who died at the Pulwama attack in Kashmir on February 14, 2019. To pay tribute to India’s brave soldiers, the Mahindra Group launched a campaign called #LoveForJawans.

The central idea was to encourage people to send a ‘love salute’ to soldiers. The campaign started with a video depicting a young man holding a bouquet of roses, who then goes on to place it at the grave of a martyr.

Taking the initiative forward, Group Chairman Anand Mahindra participated by posting a small video of himself holding up a rose for the martyrs and saluting them in tribute. He urged everyone to send a 'Love Salute' to our "relentless heroes at the border". His tweet -- "Sacrifice is the highest form of love. Thank you for putting your life on the line for us" -- quickly garnered 6,000 likes. Hundreds of people participated in the #LoveForJawans campaign followed by posting their videos of the 'love Salute'.

This business- and brand-agnostic campaign was to come up with a tribute for our brave jawans. It was launched by Mahindra Defence, a leading provider of innovative, armoured solutions for the military and paramilitary forces. The company is aggressively scaling up capabilities to meet the requirements of a nation on the rise. The 'Love Salute' campaign was the company’s way of showing heartfelt gratitude to India’s soldiers for the risks they take and the sacrifices they make.