This Raksha Bandhan, YesMadam- India leading at-home beauty and wellness platform did not stop at what they do every year during festivals. Having thankful and respectful hearts, we launched a particular initiative, called the mission Bandhan, which was devoted to the soldiers, that protect us every single day.
A group of our service professionals went to the BSF camp in Jammu to pay respect to the real guardians of our country, carrying the power and strength of 6000 women. It was in honor of the courageous hearts that protect 1.4 billion of us daily.
We enjoy our holidays at home and they remain in service probably in harsh circumstances without any holiday festivities or even a phone call. All we did was to fasten a rakhi in the wrists of the actual defenders of our country and show our sincere appreciation to them in the form of heartfelt gratitude of their endless service.
And why were we celebrated this Raksha Bandhan with soldiers? Our soldiers stood tall during Operation Sindoor when the nation was passing through some sensitive times and they were protecting everyone at every place. We appreciate their resilience, determination and indefatigable dignity. And this is the reason we could clearly know whom to thank this Raksha Bandhan.
These soldiers were left behind when the world continued with its activities and they were guarding. And that is why the reason behind Mission Bandhan was formed to appreciate those who never demand appreciation but always deserve it.
One soldier said to himself, thinking of the spontaneous party: Aapne yaad dilaya ki hum bhi kisi ke bhai hain. Another said: “Dil se shukriya. Three years it is since I have had a rakhi tied.” The team would visit places where rakhis never reach and would tie rakhis on the wrists of soldiers and also give them sweets along with carefully selected gift hampers and heart-touching messages of gratitude.
It was the first year in years of Raksha Bandhan many of the jawans celebrated. Mayank Arya, Co-founder of YesMadam said, “our soldiers have little demands- a nation that does not forget them. It was with Mission Bandhan that we wanted to tell you, not only thank you, but thank you for all the birthdays, all the festivals, all the family occasions you missed so that we could be safe.”
Aditya Arya, Co-founder said, just by observing our team something clicked in me. It made me remember the reason why we began YesMadam in the first place: is to serve. Festivals are to be experienced and we endeavored to see that our troops experienced this one. We tied rakhis today, and we hope that tomorrow lots of hearts would tie a bond of gratitude.”
Akanksha Vishnoi, Co founder, said: “We party with our families, they are miles away protecting ours. They have to miss out on festivals and celebrations..we do not. Mission Bandhan was a form of our expression of We see you, We remember you and We are grateful. This Raksha Bandhan we were not only tying rakhis but we also tied a thank you.”
Mission Bandhan is an indication of how YesMadam is passionate about establishing real human relationships and valuing the efforts of people who serve. It is the vision of the firm to make beauty and care more than skin deep.
This minor gesture had a bigger meaning to it and that is our soldiers are always in our hearts no matter how far away they may be. It is our hope that this move will encourage more citizens, brands and leaders to go beyond their offices, beyond their cities and connect with the hearts of the people who keep our country going but silently.
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