AHMEDABAD
Jito ropes in around 40 maharaj to talk about the walk during their religious discourses.
While big corporate and multi-nationals may be scratching their heads trying to find out innovative ways of branding and advertising their products, here is our very ‘desi’ & innovative way of publicising a programme.
Gone are the days when the Jain maharaj restricted their talks to religious discourses and teachings on Jainism. If all goes as per plans, soon they will be heard talking about the community’s unique heritage walk, covering ancient derasars in the city, during their religious discourses.
Speaking to dna, secretary of Jain International Trade Organization (Jito), Chetan Shan said, “Though we launched the walk a few months ago, we now want to promote it aggressively. For this, we will involve Jain maharaj to talk about the walk.” Around 40 maharaj have agreed to mention the walk during their discourses. The heritage walk is a joint initiative by Jito and NGO City Heritage Centre.
“This will give direct publicity to the programme and details about the walk will reach thousands of Jains attending the discourses,” added Shah. The Jain heritage walk kicked off in the city on March 11, in the presence of hundreds of maharaj and devotees who took the walk to the beautiful but hitherto unnoticed and unexplored monuments in the walled city.
Another member of Jito requesting anonymity said, “There have been numerous inquiries about the heritage walk in these months and the response has been good. But, we want to increase it significantly. So, in a meeting held recently by Jito members, we discussed ways of creating more awareness for the walk. It was then that we zeroed in on publicising it through our maharaj.”
“We want continuity in its promotion. That’s why even after these 40 Jain maharaj leave for another city, and others come, we will be asking them to talk about the walk," added a Jito member, talking about a continued participation in the heritage walk.
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