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Time of India
2 days ago
- General
- Time of India
YesMadam launches ‘Mission Bandhan' to celebrate Raksha Bandhan with soldiers at the border
This Raksha Bandhan, YesMadam — India's leading at-home beauty and wellness platform — went beyond the usual festive celebrations. With hearts full of gratitude and respect, it launched 'Mission Bandhan,' a special initiative dedicated to the soldiers who protect us every single day. 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.
India.com
3 days ago
- General
- India.com
YesMadam Launches ‘Mission Bandhan'—Taking Raksha Bandhan to Soldiers at the Border
Home Money YesMadam Launches 'Mission Bandhan'—Taking Raksha Bandhan to Soldiers at the Border YesMadam Launches 'Mission Bandhan'—Taking Raksha Bandhan to Soldiers at the Border YesMadam's "Mission Bandhan" initiative honored soldiers by having their service professionals visit a BSF camp in Jammu to tie rakhis and share gifts. 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 on a daily basis. 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 one 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 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. For breaking news and live news updates, like us on Facebook or follow us on Twitter and Instagram. Read more on Latest Money News on
