In our daily prayer (Ardaas), every Sikh asks for welfare of all humanity (“Sarbat Da Bhala”). Throughout our history, we have fought for equality, justice, freedom and rights of people regardless of their faith, religion, beliefs, or status in the society. At the same time, Sikhs are committed to selfless service (“Seva”) to ensure proper nutrition, health and prosperity of every community we live in. But, despite having such strong core values and history of serving all humanity, often times, Sikh community is targeted with hate, mockery, bigotry, contempt, and even labelled terrorists. While, all the positive stories on social media get a lot of likes and shares within the Sikh community, mainstream media is doing little to portray Sikhs in a positive light. This results in stories getting buried in our timelines, and failing to reach mainstream audience that we need to educate.

Mainstream population across rural, suburban area, and even cities, knows very little or nothing about Sikhs. They often confuse us with other faiths and cultures. It is extremely expensive to reach this demographic through traditional channels like TV, Radio, and Newspaper. What’s worse is that there is no good way to track impact on these channels. Our mission is to educate and expose this population with positive messages about Sikhs using the most efficient Digital and Social Media channels. The idea originated among group of Sikhs who are experts in Digital Media, which is under-utilized in promoting Sikh causes. A lot of focus is on producing Sikh content, which can be very expensive, and other awesome Sikh organizations are already producing it in abundance. The need of the hour is more efficient vehicles to deliver this content to “tough to reach” mainstream populations.

The best thing about Digital and Social Media channels is the ability to track and report ROI. Since, we are totally focused on these channels, we know exactly where every dollar is spent and the impact it is bringing. We track every dollar, and report complete details of the audience reached with digital campaigns – including total number reached, type of audience, geography, engagement, and other details, down to every cent.