As the world tries to slowly recover some semblance of normalcy even in the face of rising COVID-19 cases and an economic downturn, the Population Foundation of India (PFI) has launched a campaign titled ‘Himmat Hai Toh Jeet Hai’ to celebrate himmat, and fortitude that Indians have but will need much more of.
The anthem is about stories of everyday courage and hope displayed by ordinary people who rose to the occasion. The two-month campaign was kickstarted with a catchy and inspirational anthem that released earlier today.
With powerful lyrics that speak of jeet (victory) over challenges faced due to the pandemic, the anthem features a cross-section of society impacted. It reinforces the need for India to stay strong: To Win.
PFI is launching the Himmat campaign to reinforce people’s sense of unity to emerge stronger together out of this pandemic. The campaign is guided by film and theatre director Feroz Abbas Khan (PFI’s Creative Advisor).
Poonam Muttreja, Executive Director, Population Foundation of India adds, “We need masks, physical distancing and hand-washing to stay safe. Along with that what we really need going forward is Himmat and Haunsla, that is fortitude and stamina to be able to steer the course and handle this with dignity. Our anthem, Himmat Hai to Jeet Hai is the chorus of our lives as India steels up to face the challenges ahead. Hear it, sing it and share it; as it is only when each of us, especially the most vulnerable, are helped in this difficult time that we will all emerge stronger and safe.”
Feroz Abbas Khan says, “The pandemic is here to stay, but we cannot live in a perpetual lockdown. Facing our fears and moving forward with precautions in place is critical for our communities. Himmat Hai Toh Jeet Hai is an effort to reinforce people’s sense of unity to emerge stronger together out of this pandemic.”
Apart from the anthem, the two-month campaign Himmat Hai Toh Jeet Hai will celebrate real stories of courage and fortitude exhibited by people across society from frontline workers to COVID survivors. PFI earlier produced, created, and curated educational material on masks, steps to stay safe, myth busters on COVID and social distancing under #TogetherAgainstCOVID.
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