MUMBAI: Building upon the resounding success of the Rashtragaan and Har Ghar Tiranga campaigns, the Government of India is set to launch the ‘Meri Maati Mera Desh’ campaign. The government entrusted Tagbin, a tech-experiential company to create the web platform for ‘Jan Bhagidari’ as a tribute to the brave hearts of the nation. This initiative, crafted in collaboration with the Ministry of Culture and Ministry of Youth Affairs and Sports, Government of India, marks the culmination of the Azadi ka Amrit Mahotsav celebrations, commemorating 75 glorious years of India’s independence. The platform is scheduled to go live on 9 August 2023, and the campaign will continue till 30 August 2023.
‘Meri Maati Mera Desh’ is a people-powered initiative, celebrating the nation’s multifaceted achievements and paying tribute to our brave ‘Veers’ who safeguard our sovereignty. The genesis of this platform can be traced back to Prime Minister Shri Narendra Modi’s 103rd edition of Mann Ki Baat, where he announced the inspiring ‘Meri Maati Mera Desh’ campaign. This resonant call to action ignited a spark, leading to the creation of this impactful digital platform.
The platform encourages participation through its ‘Take Pledge’ feature, which involves four steps: personal details, planting a sapling, reciting the Amrit Kaal pledge, and sharing a selfie with soil or an earthen lamp. After completion, users get a shareable certificate, and their images are stored in a central repository for display on the Pledge . Page. Additionally, users can create digital memorials, dedicated to national ‘Veers,’ which will be installed in villages as a symbol of collective gratitude.
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The platform will allow 2.5 lakh gram panchayats to upload pictures and helps nodal officers track campaign progress in real-time. Users can explore events on an interactive map across panchayats, blocks, and states.
Saurav Bhaik, the Founder and CEO of Tagbin, passionately stated, “Our previous successes, with over 2.5 crore videos uploaded during Rashtragaan and more than 6 crore selfies in Har Ghar Tiranga, have laid the groundwork for our latest endeavor – ‘Meri Maati Mera Desh’. With our faith in the transformative power of technology and innovation to unite and inspire, this platform binds our entire nation together, while offering a heartfelt tribute to the very ‘Maati’ that nurtured our brave souls and blessed us with a sovereign nation.”
Ankit Sinha, the Co-Founder and CTO, mentioned, “With attention to detail, our team has engineered an intuitive and user-friendly interface, ensuring that individuals from diverse backgrounds and all age groups can engage with the platform seamlessly and wholeheartedly. To ensure a strong control environment, we’ve developed an AI-based moderation tool to screen images before they appear on the platform.
As India prepares to celebrate 76 years of independence, the ‘Mera Maati Mera Desh’ initiative stands as a powerful symbol of unity, reverence, and progress. Tagbin’s innovative approach has the potential to carve an indelible mark on the nation’s journey towards unprecedented growth.
