This Independence Day, PayNearby launches the ‘Pragati Mahotsav’ campaign to celebrate unsung retail heroes
In India’s 75th year of Independence, PayNearby, India’s leading branchless banking and digital network, has unveiled a new campaign to celebrate the unparalleled contribution of its retailer partners to India’s growth story. Named “Pragati Mahotsav,” the campaign pays homage to the last mile unsung heroes who are working hard to make India a financially and digitally inclusive nation. As India celebrates ‘Azadi ka Amrit Mahotsav’, the campaign is an ode to these grassroots troopers, whose perseverance and tenacity can inspire and instill the side in each of us, to do better for ourselves and our fellow citizens.
Speaking on the campaign, Jayatri Dasgupta, CMO, PayNearby said “In the 75th year of Indian Independence, it gives us great pleasure as a brand to celebrate those who are helping the nation stay future-forward and inclusive. While there are many heroes and legends that we are all aware of, there are some unlikely, untold tales of resilience and bravery that are worth telling.
‘Pragati Mahotsav’ celebrates those unsung/inspiring grass root stories, that go beyond the call of duty to make the country a progressive nation. These are tales of our familiar neighborhood stores that go largely faceless and thankless but have silently ensured that come rain or sunshine, all basic services are available to everyone. Their role in ensuring the sustainability of life and livelihood during the pandemic is especially worth mentioning. Doubling up as an agent banking network, these torchbearers of inclusivity are laboring on the ground to bridge the gap between Bharat and India and make the dream of an inclusive nation come true.
Pragati Mahotsav is a celebration of their hard work, documentation, and recognition of their immense contribution to a One Nation One Service ideology.
Through the campaign, PayNearby will highlight 15 such individuals from across the country, whose courage and determination to grow individually and collectively, sets a template of growth for everyone. Through crisp, snackable content formats and relevant media distribution, our efforts will be to ensure that more and more Kirana stores in the country see these stories, and realize the immense potential that they have to be positive changemakers while securing their families’ future too. We look to motivate and influence newer agents to join the movement to take Bharat to the next level of growth and inclusion.
And we are happy to share the early success of our campaign that went live yesterday with the success stories of Om Prakash from Jharkhand and Tanveer Bano from Sitapur. Their stories of inclusivity and courage have not only garnered huge highballs in-app and our WhatsApp channels but have registered more than 100,000+ views and 6000+ engagements on social media (Facebook, Twitter & LinkedIn) within a day of launch,” commented Jayatri Dasgupta, CMO, PayNearby.
PayNearby’s retailers have played a titular role in serving the unserved and reaching the unreached across 17,600+ PIN codes. They are breaking barriers and providing greater access to essential financial and digital services to areas as remote as Sela Pass, Tawang in Arunachal Pradesh on the Indo-China border, and Lakhpat in Gujarat on the Indo-Pakistan border, and as critical as Jammu & Kashmir, along with the red corridor (Naxal-affected areas) in Jharkhand and Chhattisgarh. Their participation in facilitating uninterrupted access to DBT and relief packages for the masses during the pandemic and the ravaging floods in Assam and Bihar has been extraordinary. They form a significant part of the rural and urban-interior value chain and an important touchpoint to reach the intended.
Speaking on the campaign, Anand Kumar Bajaj, Founder, MD & CEO, PayNearby said, “Pragati Mahotsav is an ode to our retail partners who are making Bharat financially and digitally inclusive. They are the foot soldiers who are fighting against all odds to serve the citizens unabated at all times. Through this campaign, we are recognizing the efforts of our 50+ lakh retail partners who are contributing to the financial upliftment of Bharat and retelling their stories which will inspire more and more people to join this nation-building movement. Our retailers are an embodiment of our ‘Zidd Aage Badhne Ki’ spirit. They are the driving force who are motivating us every day to keep our commitment to building a stronger nation. On our journey to see an empowered Bharat, resting on the shoulders of our able retail partners, we envision painting all retail stores in India with PayNearby’s colors in the coming years. During Amrit Kaal, while our government aims to achieve the vision for India@100, we pledge to make India an inclusive nation. And, we have our retailers to be our force drivers.”