New Delhi: On the 79th Republic Day, Bajaj Group launched Bajaj Elevate India, a CSR initiative aimed at transforming rural communities and reinforcing the organisation’s longstanding commitment to national development. The initiative, spearheaded by Bajaj Foundation, builds on over 15 years of impactful work in rural India, focusing on sustainable development, self-reliance, and community empowerment.

Executed and promoted by Acture Media, a growth marketing agency, the campaign highlights Bajaj’s pivotal role in shaping India’s progress, from the freedom movement to modern nation-building. Acture Media played a key role in crafting the campaign’s communication strategy, ensuring its message reached audiences nationwide through digital platforms and strategic promotions.

At the core of Bajaj Elevate India is the Bajaj Foundation’s extensive work in rural development. The foundation has made significant strides in addressing challenges in regions affected by agrarian distress, including Wardha in Maharashtra, Sikar in Rajasthan, and Lalitpur in Uttar Pradesh. By focusing on critical areas such as water conservation, sustainable agriculture, women’s empowerment, skill development, clean energy, healthcare, and education, the initiative has already improved the lives of over 22 lakh individuals and five lakh families.

Shishir Bajaj, Chairman of Bajaj Foundation, reflected on the legacy of his grandfather, Jamnalal Bajaj, and his father, Kamalnayan Bajaj, both of whom championed rural development and self-reliance. He emphasised the family’s continued commitment to these values, stating that Bajaj Elevate India seeks to build sustainable, self-sufficient communities across the country.

The initiative’s outreach has also expanded through a collaboration with DD Kisan, which will telecast a campaign film aimed at inspiring rural audiences to embrace self-reliance and development. Speaking about this partnership, Shishir Bajaj expressed confidence in the campaign’s ability to connect with India’s farming community, encouraging them to actively participate in the vision of Viksit Bharat.

Jennifer Mulchandani, Co-founder and CXO of Acture Media, described the campaign as a powerful movement towards meaningful change. She highlighted the collaborative effort between Acture Media and Bajaj Group in shaping a vision that celebrates progress and transformation in rural India.

Through Bajaj Elevate India, Bajaj Group continues its legacy of social impact, reinforcing its commitment to building a stronger, more self-reliant nation.

BI Bureau