YesMadam launches ‘Mission Bandhan' to celebrate Raksha Bandhan with soldiers at the border
Representing the power and resilience of 6,000 women, a team of our service professionals traveled to the BSF camp in Jammu to honour the real protectors of our nation. It was a tribute to the brave hearts who guard 1.4 billion of us every day.
While we celebrate with our families at home, they stay on duty — often in tough conditions without festive breaks or even a call from home. Our only mission was to tie a rakhi on the wrists of the real protectors of our nation and express heartfelt gratitude for their tireless service.
But why did we choose to celebrate Raksha Bandhan with soldiers? During Operation Sindoor, when the country was going through sensitive times, it was our soldiers who stood firm, protecting everyone, everywhere. We value their strength, commitment, and unwavering dignity. That's why this Raksha Bandhan, we knew exactly who to thank.
While the world moved on, these soldiers stayed behind, alert and ready. And that's why Mission Bandhan was born — to honor those who never ask for appreciation but always deserve it.
'Aapne yaad dilaya ki hum bhi kisi ke bhai hain,' said one soldier, moved by the unexpected celebration.
Another admitted, 'Dil se shukriya. It's been three years since I had a rakhi tied.'
The team visited locations where rakhis rarely reach, tying rakhis on the wrists of soldiers and distributing sweets, thoughtfully curated gift hampers, and heartfelt messages of appreciation.
For many jawans, it was the first time in years they had celebrated Raksha Bandhan.
Mayank Arya, Co-founder of YesMadam, stated, 'Our soldiers don't ask for much — just a nation that doesn't forget them. With Mission Bandhan, we wanted to say thank you, not just for your service, but for every birthday, every festival, every family moment you missed so we could be safe.'
Aditya Arya, Co-founder, shared, 'Just witnessing our team shook something in me. It reminded me why we started YesMadam in the first place: 'to serve.'
Festivals are meant to be felt, and we tried to make sure our soldiers felt this one. Today, we tied rakhis; tomorrow, we hope many more hearts tie bonds of gratitude.'
Akanksha Vishnoi, Co-founder, added:
'While we celebrate with our families, they stand miles away guarding ours. They miss festivals and celebrations… so we don't have to. Mission Bandhan was our way of saying: We see you, we remember you, and we are grateful.
This Raksha Bandhan, we tied more than rakhis; we tied a thank you.'
Mission Bandhan reflects YesMadam's commitment to building genuine human connections and honoring the dedication of those who serve. It represents the company's vision of making beauty and care more than skin deep.
This small act carried a deeper message: that our soldiers, though far from home, are always close to our hearts.
We hope this initiative inspires more citizens, brands, and leaders to reach out beyond their offices, beyond their cities, and touch the hearts of those who quietly hold our nation together.
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