An 18 day long focused Ek Bharat Shreshth Bharat Campaign gets underway from today across the country. The campaign, being organised by the Information and Broadcasting Ministry, will continue till 28th of this month.
Prime Minister Narendra Modi had mooted the idea of a cultural connect between different regions during the Rashtriya Ekta Divas held in 2015. The broad objectives of Ek Bharat Shrestha Bharat include celebrating the Unity in Diversity of our nation and promoting the spirit of national integration through engagement between all states and union territories.
Every State and union territory in the country is paired with another state or union territory. During this period, they carry out a structured engagement with one another in the spheres of language, literature, cuisine, festivals, cultural events, and tourism. The paired states and union territories sign MoUs with each other, delineating a set of activities that they would carry out.
An activity calendar for each pair is prepared through mutual consultation, paving the way for a year-long process of mutual engagement. The current pairings will continue till June this year. After the creation of union territory of Ladakh, it has been paired along with Jammu and Kashmir with Tamil Nadu. Punjab has been paired with Andhra Pradesh, Uttarakhand with Karnataka, Himachal Pradesh with Kerala, Delhi with Sikkim, and Rajasthan with Assam.