Satyamev Jayate is back with the second season of the social awakening across the Star network. Starting Sunday, March 2nd at 11.00 am, the show was simulcast across Star Plus, Star World, Star Pravah, Star Vijay, Asianet, Star Utsav and DD along with a deferred telecast at 1.00 pm on ETV and beamed globally across more than 100 countries. The new season of Satyamev Jayate as the marketing campaign declares is for all those who care for their country 'Jinhe Desh Ki Fikr Hai'. The campaign idea was converted into a ground activation activity by creating 'Fikr Touch Points' led by Star Plus' lead protagonist Veera aka Digangana Suryavanshi of Veer Ki Ardaas Veera.
Veera who has taken up the cause of voting, stepped out on the busy streets of Mumbai to question and incite the feeling of 'Desh Ki Fikr' with Sandeep Bachhe - an auto rickshaw driver. Sandeep is known to gives free rides to the blind, donates money to an old age home and raises funds for people. The protagonist was all praises for Sandeep on seeing him display a Desh Ki Fikr message that read 'Meter se hi challenge kyonki Desh ki fikar hai'. He reiterated that he always goes by the meter and never over charges his passengers - something he swears by!
"I represent the youth and have taken this initiative to push the youth of the country to come forward and vote. Likewise, Sandeep Bachhe and many such people like him are supporting the Satyamev Jayate message of Desh ki Fikr that implies - to take the right action if you are concerned about our country. This is our way of reaching this message out to the people and I urge all my friends join our mission." said a proud youth of the country, Veera.
With the new season of Satyamev Jayate, Star India chose places where people are most likely to commit civic transgressions and strategically placed a 'Desh Ki Fikr' messaging at such locations called 'Fikr Touch points'. The communication aims at provoking the audience to decide what kind of person they are, "one who cares for the country or one who does not". Hence, we have an auto that spreads the message "Meter se hi challenge kyonki Desh ki fikar hai", various major railway stations will convey the message of 'Ticket lenge wohi, jin he desh ki fikar hai' amongst others.