Bharat Jodo Yatra

NOVEMBER 2022

A Movement for Unity

CAMPAIGN DESIGN SOCIAL MEDIA

In 2022, as India’s political and social fabric faced increasing polarization, the Bharat Jodo Yatra was launched as a 3,570-kilometer foot march from Kanyakumari to Srinagar. Led by Rahul Gandhi and the Indian National Congress, its purpose was to address issues of economic disparity, caste and religious divisions, and democratic backsliding. The Yatra sought to shift public discourse toward unity, social justice, and grassroots engagement. Emphasizing humility and inclusivity, its visual identity featured hand-painted textures, regional motifs, and a tricolor stripped of partisan symbolism. Interactive initiatives, such as a 10,000-piece fabric quilt stitched with messages from citizens, reinforced its participatory approach, turning individual voices into a shared narrative.

While the Yatra did not immediately alter electoral outcomes nationwide, it played a role in reviving the Congress’s grassroots presence, particularly in Karnataka, where the party later won state elections.

It also reshaped political storytelling, with daily cultural events blending regional art forms and social media campaigns amplifying its reach.

The march’s arrival in Kashmir was a defining moment, as thousands gathered in Srinagar, symbolizing unity in a historically conflicted region. Media coverage, initially skeptical, evolved to recognize the Yatra as a cultural and political phenomenon.

The Yatra’s impact extended beyond its duration. It inspired similar outreach campaigns by opposition parties and contributed to a renewed focus on participatory politics. The follow-up Bharat Jodo Nyay Yatra built upon its template, emphasizing judicial equity and social justice. Though it did not resolve national polarization, the Yatra reinforced the role of mass mobilization in Indian democracy, demonstrating that sustained public engagement remains a powerful tool for political and social change.

Credits:
Agency: Studio Maker, Teen Bandar
Creative & Design Direction: Romit Sen, Ishan Dey,
Brand Strategy & Copywriting: Nayanika Sen
Graphic Design: Ankush Mukherjee, Arindam Paul, Karthik Anand, Gauri Sen, Ishan Dey, Manoj
Motion Design: Arindam Paul

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