Culture, a powerful lens through which brands can understand their audiences, personalize their offerings, and spark meaningful connections: Prem Narayan, Ogilvy at WAVES 2025 Culture as a Fuel for Brand Building – Insights from Masterclass by Prem Narayan, Ogilvy at WAVES 2025
Posted On: 01 MAY 2025 6:02PM by PIB Mumbai
Mumbai, 1 May 2025
On the opening day of WAVES 2025, a compelling masterclass on brand-building delivered by Shri Prem Narayan, Chief Strategy Officer, Ogilvy, offered deep insights into how culture can be harnessed to build brands that resonate with the Indian consumer.
In his session titled “Culture as a Fuel to Build Brands”, Shri Narayan underscored the pivotal role of cultural relevance in shaping brand narratives and influencing consumer behavior. He showcased how advertising in India has evolved by rooting itself in cultural traditions, and how brands that align with cultural values are more likely to earn enduring consumer loyalty.
Citing Cadbury’s advertising journey as a case in point, Shri Narayan explained how the brand successfully embedded itself into the Indian tradition of ‘meetha’ (sweets) by positioning chocolate as a modern expression of this deeply ingrained ritual. This cultural alignment helped the brand create a unique and lasting space in Indian households, redefining celebrations and everyday moments.
The session also highlighted other campaigns that have effectively drawn on cultural insights to deliver brand benefits. Examples included CEAT’s safety messaging and Fevicol’s humorous yet culturally attuned storytelling—both of which have elevated brand recall and emotional connection.
Shri Narayan emphasized that building “brand love” goes beyond product features—it requires embedding the brand into the cultural fabric. The simple idea of tea as a symbol of Indian hospitality, for instance, has been creatively leveraged by various brands to emphasize togetherness and familiarity, making the brand experience more relatable and heartfelt. He also stressed the importance of tailoring communication to regional sensibilities. With India’s rich linguistic and cultural diversity, regional customization in branding is not just effective—it is essential.
The masterclass shed light on how the convergence of cultural occasions and digital technologies opens new avenues for business growth. The “My Ad” campaign by Cadbury, featuring Shahrukh Khan, was presented as a model for hyper-personalized advertising that uses digital tools to reach audiences at a granular level, while still speaking to shared cultural moments.
Digital and social platforms, Shri Naryanan noted, are rich with cultural cues that can be mined for more contextual and resonant storytelling. He pointed to the Eye Test Menu campaign for truckers, which not only personalized the messaging for a specific audience but also created tangible social impact—benefiting over 42,000 truckers so far.
Concluding the session, Narayan asserted that culture remains a powerful lens through which brands can understand their audiences, personalize their offerings, and spark meaningful connections. The session offered a roadmap for brands seeking to not only grow in India but grow with India—by speaking the language of its people, their traditions, and their aspirations.
Olympians Satwik-Chirag receive Major Dhyan Chand Khel Ratna Award from Union Minister Dr Mansukh Mandaviya Union Minister Lauds Indian Pair’s Achievement; Says Standing on the Podium with the Tricolour is a Proud Moment for the Nation
Posted On: 01 MAY 2025 6:01PM by PIB Delhi
Olympians Satwiksairaj Rankireddy and Chirag Shetty received the Major Dhyan Chand Khel Ratna award from Union Minister of Youth Affairs & Sports and Labour & Employment, Dr. Mansukh Mandaviya in New Delhi today. The ace badminton pair, who reached the No. 1 rank in the Badminton World Federation (BWF) rankings in 2023 and clinched the Asian Games gold medal in Hangzhou, were shortlisted for the Khel Ratna award in 2023. However, they were unable to receive it due to tournament commitments at the time.
Praising the current World No. 11 duo, the Dr. Mandaviya said: “Major Dhyan Chand Khel Ratna is the highest sporting honour of the country. Satwik and Chirag, both of you, have brought honour to the country by winning medals in international competitions through extraordinary skills and sheer hard work. When you stand on the podium along with the Tricolour to receive the prestigious medals, it not only an honour for you but for the entire nation. For raising the pride of the country and for enhancing the honour of the Tricolour, both of you have been honoured by the Khel Ratna.”
Expressing his joy on receiving the Khel Ratna, Chirag Shetty said that the honour was long due. “Finally, we received it today. It was long due. It was announced in 2023. So, we are very happy to get the Khel Ratna from our honourable Sports Minister. The support from the Government of India has been tremendous since the time me and Satwik were paired together. All our big wins – whether becoming the World No. 1, winning Asian Games gold or clinching the Thomas Cup title – a lot of credit goes to the Indian government for their continuous support.”
Echoing the sentiments, Satwik said: “We couldn’t go to the Rashtrapati Bhavan to receive the Khel Ratna award last year. Finally, to get it now is a huge boost for our confidence as we are going off-track and not playing for the next few months. It motivates us to get back and do well in the upcoming tournaments. The government is playing a huge role as the youngsters today are being supported through a lot many schemes and initiatives – Khelo India, Target Olympic Podium Scheme (TOPS) etc. Intially, when I and Chirag started playing we struggled financially. Later, government came to our support and there was no looking back.”
The Indian pair finished on the podium twice – at the Malaysia Open and India Open in New Delhi – this January to begin their season on a decent note. However, niggles and minor injuries have pegged them back. Their next assignment is the Singapore Open (May 27 – June 1) and Indonesia Open (June 3-8).
The Directorate General of Training (DGT), under the Ministry of Skill Development and Entrepreneurship (MSDE), Government of India, has announced the admission schedule for the Craft Instructor Training Scheme (CITS) enrolment for the academic session 2025-26.
Aspirants, who possess an NTC (National Trade Certificate), NAC (National Apprenticeship Certificate), Diploma, or Degree qualification, or are appearing for the final year qualifying examinations (NTC/NAC/Diploma/Degree) can apply online at the official website— www.nimionlineadmission.in — between 8th May 2025 and 28th May 2025. Admissions will be based on the All-India Common Entrance Test (AICET), which will be conducted in a Computer-Based Test (CBT) mode across multiple centers nationwide. The examination is scheduled for 15th June 2025.
The selected candidates will be offered training across 41 trades — comprising 28 engineering trades and 13 non-engineering trades — at National Skill Training Institutes (NSTIs) and Institutes for Training of Trainers (IToTs) across India. Under CITS, 45,025 trainers have been trained in the last five years, between 2019 and 2024.
The Craft Instructor Training Scheme (CITS) is designed to train instructor trainees comprehensively, covering both technical skills and training methodologies. The program ensures that instructors are well-versed in techniques for effectively transferring hands-on skills, with the aim of producing skilled manpower for the industry. The National Council for Vocational Education & Training (NCVET), as an imperative, deems it suitable that all trainers in Industrial Training Institutes (ITIs) are CITS-certified.
WAVES 2025 pays stirring Tributes to the Legend of Bollywood Cinema Manoj Kumar WAVES Breakout Session: “Remembering Manoj Kumar: Ace Filmmaker, True Nationalist” Concludes with Emotion, Insight, and Cinematic Legacy
Posted On: 01 MAY 2025 5:47PM by PIB Mumbai
Mumbai, 1 May 2025
The cinematic waves at WAVES 2025 reached a heartfelt crescendo as the session “Remembering Manoj Kumar: Ace Filmmaker, True Nationalist” paid tribute to one of Indian cinema’s most iconic and patriotic voices. Moderated by noted film critic and podcaster Mayank Shekhar, the session brought together leading voices from the film and literary worlds to reflect on the legacy of the legendary actor, writer, and filmmaker.
Born Harikishan Giri Goswami in 1937, Manoj Kumar’s life was as dramatic and inspiring as his films. Uprooted by partition, he came to Bombay with dreams but no film connections. A self-made storyteller who initially wrote scripts in Urdu, Kumar crafted a distinct cinematic voice — blending mainstream appeal with a deep sense of nationalism and social conscience.
Kunal Goswami, actor and son of Manoj Kumar, opened the session with intimate memories: “My father lost everything during Partition, but never lost his vision. From living in refugee camps to scripting iconic stories in Urdu, his journey is a testimony of resilience. He brought Bhagat Singh’s mother to the premiere of ‘Shaheed’— that’s how personal his patriotism was. He created blockbusters that were also deeply nationalistic — a rare feat.”
Madhur Bhandarkar, National Award-winning director of acclaimed movies such as Page 3, Chandni bar and Fashion remembered in awe Manoj Kumar’s cinematic techniques remarking that the way he shot songs was incredible. Bhandarkar added that Manoj Kumar’s films were layered with nationalism and social realism, something he has tried to echo in his own work. “Chandni Bar was in many ways a subconscious tribute to Manoj Kumar’s ethos.” said Bhandarkar.
Dr. Raajeev Shrivastav, senior author and lyricist, shared an awe-inspiring tale:
“At the screening of ‘Shaheed’ in Delhi attended by the then Prime Minister Lal Bahadur Shastri, the Prime minister asked Manoj Kumar to create a movie based on his slogan ‘Jai Jawan Jai Kisan.’ Inspired by this, Manoj Kumar wrote the story for Upkaar on the overnight train journey back to Mumbai. Manoj Kumar’s life was a cinematic mission to speak to the common man. In this way his spirit mirrors the essence of WAVES itself.”
Bharti S. Pradhan, veteran columnist and biographer, offered a poignant reflection:
“Despite his massive success, he was incredibly approachable. Even while unwell, he was dreaming of his next film. That was his spirit — always looking forward.”
A Legacy That Lives On
Known affectionately as Bharat Kumar, Manoj Kumar was the recipient of numerous accolades including the Padma Shri and the Dadasaheb Phalke Award. His films — Shaheed, Purab Aur Paschim, Roti Kapda Aur Makaan, Upkaar, Kranti — were not just cinematic landmarks but cultural milestones. The session concluded with thumping applause from the audience and a collective sense of gratitude for a man who made patriotism poetic, and storytelling sublime.
On the occasion of Labour Day 2025, the Ministry of Social Justice and Empowerment (MoSJE) has taken a landmark step by signing a Letter of Agreement (LoA) with UNDP, for recognizing and strengthening the wastepickers’ contribution in waste collection, recovery and recycling. The initiative would be providing them improved access to finance and relevant technologies along with safe and sustainable work environment.
The LoA was exchanged between Dr. Angela Lusigi, Resident Representative for the United Nations Development Programme (UNDP) in India and Shri Amit Yadav, Secretary, Department of Social Justice and Empowerment (DoSJE). Smt. Yogita Swaroop, Sr. Economic Advisor, DoSJE, and Shri P.K. Singh, Managing Director, National Safai Karamcharis Finance and Development Corporation (NSKFDC), were also present at the LoA signing ceremony.
The UNDP has stepped forward to provide crucial financial support for the establishment of State Project Management Units (PMUs) across various States under the NAMASTE Scheme. This strategic intervention by UNDP will significantly streamline coordination between Central authorities and State governments, ensuring more effective and timely implementation of the scheme’s objectives thereby improving outcomes for all stakeholders involved in the scheme.
Wastepickers have been added as a component under the National Action for Mechanised Sanitation Ecosystem (NAMASTE) Scheme from the financial year 2024. NAMASTE is being implemented by MoSJE for broadening the formal inclusion of waste pickers across India, with an aim to enumerate 2,50,000 waste pickers nationwide.
The NAMASTE Scheme’s wastepicker component aims to enumerate and recognize them through a nationwide digital profiling and registration drive. The focus is to provide occupational photo ID cards to ensure formal identity and access to government benefits. It aims to offer health insurance coverage under Ayushman Bharat-PMJAY, skill upgradation training, provision of PPE kits, and capital subsidies for waste collection vehicles. It will also facilitate the formation and strengthening of wastepicker collectives, enabling them to manage Decentralized Waste Collection Centers (DWCCs) and improve their livelihoods.
Since the scheme’s rollout, over 5,000 wastepickers have been profiled across multiple States, marking a significant milestone in the formal recognition and integration of this workforce. The profiling is being carried out using a dedicated NAMASTE mobile application, ensuring a robust and accessible database for extending scheme benefits.
I don’t have the habit of taking anything for free… I like challenges; Fulfilling constitutional obligations is a primary responsibility – Vice President If a crime shakes the public conscience, it cannot be covered up; Crime must be resolved according to the law – Vice President
Comments on dignified constitutional positions like the President and Governor are matters that deserve serious reflection – Vice President
The Constitution expects dialogue, deliberation, and healthy debate, not confrontation – Vice President
The real definition of democracy is expression and debate – Vice President
I have the utmost respect for the judiciary; all institutions should work in coordination – Vice President
The most dangerous challenge is the one that comes from within, which we cannot discuss – Vice President
Posted On: 01 MAY 2025 5:02PM by PIB Delhi
Vice President Shri Jagdeep Dhankhar today said, “I like challenges, and fulfilling constitutional obligations is our primary responsibility. No negligence in this regard can be accepted.”
मैं Hon’ble Governor को बधाई देता हूँ। ऐसी पुस्तक लिखना आसान नहीं है – और उसे ईमानदारी से लिखना तो और भी मुश्किल है। ‘चुनौतियाँ मुझे पसंद हैं’ – सबसे बड़ी चुनौती यही है कि यह कहना कि चुनौतियाँ मुझे पसंद हैं।
“A little while ago, I was told, ‘You won’t get [the book] for free either.’ Your Excellency Governor Anandiben Patel, I don’t have the habit of taking anything for free… The most dangerous challenge is the one that comes from within, which we cannot discuss… the challenge that comes from our own people, which has no logical basis, which has no connection with national development, which is related to governance. Not just you, I too am a victim of these challenges, Your Excellency Governor. I myself am a victim, a sufferer of these challenges. But we have a great strength before us, and our strength is our philosophy, which tells us that whenever a crisis arises, look towards the Vedas, look towards the Gita, Ramayana, Mahabharata – ‘You have a right to perform your prescribed duties, but you are not entitled to the fruits of your actions.’ Whenever challenges come, they will come. Challenges will come such that you feel helpless and think that even walls have ears. So you don’t discuss that challenge even with yourself, but you must never deviate from the path of duty,” he further said.
सबसे खतरनाक चुनौती वह होती है, जो अपनों से मिलती है – जिसकी हम चर्चा भी नहीं कर सकते। जिसका कोई तार्किक आधार नहीं होता, जिसका राष्ट्र के विकास से कोई संबंध नहीं होता, जो केवल राज्य-कार्य से जुड़ी होती है।
मैं इस पुस्तक का कायल इसलिए हूँ क्योंकि यह आनंदीबेन पटेल के बारे में नहीं है, बल्कि यह एक प्रेरणा का स्रोत है। यह महिलाओं के उत्थान, महिलाओं की मुक्ति, और महिलाओं के सशक्तिकरण के लिए मूल सामग्री है।
यहाँ बैठकर यह कहना आसान है कि इन्होंने पढ़ाई की, शिक्षक बनीं। लेकिन मैंने यह… pic.twitter.com/K6qpvBwXGz
Speaking as the chief guest at the book launch event of ‘I Like Challenges’ by Honourable Governor Smt. Anandiben Patel in Lucknow today, he said, “People often say that public memory is short and think that over time, everything will be forgotten. But that’s not the case. Have we forgotten the Emergency? Much time has passed, but the dark shadow of the Emergency is still visible to us today. It was the darkest period in Indian history when people were imprisoned without reason, access to the judiciary was obstructed. Fundamental rights disappeared, millions of people were thrown into jails. We haven’t forgotten this. Similarly, regarding the painful incident that happened recently, I believe — and it is my firm conviction — that we must accept that every person is presumed innocent until proven guilty. In a democracy, innocence has a special significance. But whatever the crime may be, it must be resolved according to the law. And if a crime shakes the public conscience, it cannot be covered up. I have stated this with complete clarity. Some people asked me why I am so outspoken on this issue. I got a lot of inspiration from Her Excellency the Governor’s book. And I have made it clear that I like challenges, and fulfilling constitutional obligations is our primary responsibility. No negligence in this regard can be accepted.”
हाल के कुछ दिनों में एक घटनाक्रम हुआ है जिस पर मैंने वक्तव्य भी दिया है — यह आपके प्रांत से भी जुड़ा हुआ है। मैं आपको याद दिलाना चाहूंगा कि इसी प्रांत के अंदर विधायिका और न्यायपालिका के बीच सबसे बड़ा टकराव हुआ था। आप सभी उस घटनाक्रम से परिचित हैं।
Expressing deep concern over comments made about constitutional positions, Shri Dhankhar said, “In our Constitution, two positions are considered supreme — one is the President of India, and the other is the Governor. And honourable Chief Minister, they are supreme because the oath you have taken, the oath I have taken, the oath that MPs, ministers, legislators, or any judge has taken — that oath is: I will uphold the Constitution. But Draupadi Murmu ji’s (President) and Anandiben Patel ji’s (Governor) oath is different from this. Their oath is: ‘I will protect, preserve, and defend the Constitution.’ And the second oath is: ‘I will serve the people’ — for the President, it’s the people of India, and for the Governor, it’s the people of the respective state. If comments are made on such dignified and constitutional positions, then according to me, it is a matter that deserves serious reflection.”
पहलगाम एक चुनौती प्रस्तुत करता है। When we have a चुनौती like Pahalgam, the nation has to rise as one. It is an occasion for us to take a resolve: national interest is beyond compromise, nation first has to be our principle.
Highlighting the importance of coordination and dialogue between all institutions created by the Constitution, the Vice-President emphasized, “In the last few days, an event has occurred, on which I have also issued a statement, and it is also connected to your state. I want to remind you that the biggest confrontation between the Legislature and the Judiciary happened in this very state. You are all well familiar with this subject. It is our paramount duty to ensure that our constitutional institutions respect each other, and this respect increases when each institution works within its own boundaries. When Institutions respect each other… our Constitution does not expect confrontation, but rather coordination, cooperation, dialogue, deliberation, and healthy debate. The Constitution does not envision conflict between institutions; it promotes a spirit of participation and balance.”
In the same context, he further said, “All Institutions have their own roles. One should not play the role of another. We should respect the Constitution — literally, in spirit, and in essence, and I have said before, 140 crore people express their sentiments through elections, through their representatives, and those representatives reflect the public mind, and the public holds them accountable in elections. And that’s why I have said in common man’s language that just as the legislature cannot script a judgment, that is the court’s job — similarly, the court cannot make laws.”
“I have the utmost respect for the judiciary; I have been a soldier of the judiciary. I spent more than four decades as a lawyer. Only in 2019, when I was appointed as the Governor of West Bengal, did I leave the practice of law. I know that there are extremely talented people in the judiciary. The judiciary is of great importance. How strong our democratic system is — is defined by the status of the judiciary. By global standards, our judges are among the best. But I appeal that we should show a spirit of cooperation, coordination, and participation. The executive, judiciary, and legislature — these institutions should work together and in harmony.”, he added.
In our Constitution, two positions are supreme- One is of the President of India, another is of the Governor.
वो सुप्रीम इसलिए हैं कि जो शपथ मुख्यमंत्री की है, जो शपथ मेरी है, जो शपथ सांसद की है, मंत्री की है, विधायक की है, किसी भी न्यायाधीश की है। वो शपथ है “I will abide by… pic.twitter.com/5ElPdJr2l1
Emphasizing the importance of expression and debate in democracy, Shri Dhankhar said, “A very important point has been made, which is extremely necessary for all of us. Why do we call ourselves a democracy? Economic progress, development of institutional framework, expansion of technology — all these are important. But the real definition of democracy is — expression and debate. Expression and dialogue are the foundations of democracy. If there are restrictions on expression, it will be difficult for any nation to call itself democratic. But expression has no meaning if there is no debate with it. If expression reaches such an extent that the speaker thinks ‘I am the only one who is right’ and in all other circumstances, others are wrong, and there is no attempt to listen to them — then this is not the right to expression, but rather its distortion. Democracy is defined only when expression and dialogue flourish together in a comprehensive ecosystem. These two complement each other. And if expression reaches an extreme but there is no dialogue, then the philosophy of our Vedas — pluralism, will end. And in its place will be born ‘ego and arrogance.’ This ‘ego and arrogance’ are fatal for both individuals and institutions.”
On this occasion, the Vice-President’s spouse Smt. Sudesh Dhankhar, Honourable Governor of Uttar Pradesh Smt. Anandiben Patel, Honourable Chief Minister of Uttar Pradesh Shri Yogi Adityanath, Cabinet Minister Shri Suresh Khanna, and other dignitaries were also present.
India’s coal production and dispatch witnessed steady growth in April 2025, compared to the same period last year. This reflects the continued efforts of the Ministry of Coal and its subsidiaries to ensure consistent supply and operational stability in the sector.
The overall coal production in India during April 2025 reached 81.57 MT (Provisional), marking an increase over the 78.71 MT produced in the corresponding period of the previous year. Production from Captive/Other entities mines during April 2025 in FY 2025-26 stood at 14.51 MT (Provisional), registering a significant rise from 11.46 MT recorded during the same period last year. This surge highlights the growing contribution of captive mining to India’s overall coal output.
India’s total coal dispatch during April 2025 reached 86.64 MT (Provisional), demonstrating a steady increase from 85.11 MT recorded during April 2024 in FY 2025-26.
As on 30.04.2025, the coal stock held by coal companies witnessed a notable surge, reaching 125.76 MT in FY 2025-26, as compared to 102.41 MT during the corresponding period of the previous year. AtCoal India Limited (CIL) alone, the total coal stock stood at 105 MT in FY 2025-26, marking a 22.10% growth over the 86.60 MT recorded during the same period last year. This surge reflects an impressive annual growth rate of 22.8% underscoring the robust performance and efficiency of the coal sector.
The Ministry of Coal remains committed to achieving sustainable growth, improving coal availability, and reducing dependence on imports. With the positive momentum, the coal sector continues to play a pivotal role in powering India’s growth story.
Envisioned by Hon’ble PM Shri Narendra Modi, WAVES is an important platform for the Entertainment Industry: Shah Rukh Khan Time to Create Affordable Cinema Experience for Tier-2 and Tier-3 Cities: Shah Rukh Khan
WAVES is a timely initiative converging all media platforms together: Deepika Padukone
India’s soft power is poised to take the next leap with WAVES in the years to come: Karan Johar
Posted On: 01 MAY 2025 6:50PM by PIB Mumbai
Mumbai, 1 May 2025
Actor and filmmaker Shah Rukh Khan has expressed his gratitude on behalf of the film industry to the Prime Minister Shri Narendra Modi for conceptualizing and bringing together the WAVE Summit that has the potential to further strengthen the entertainment industry. He mentioned how relevant this platform is for the industry and that it will provide much-needed synergy and support from the government on various fronts.
Speaking about the immense possibility India holds as a film-shooting destination, Khan shared how India could be the next destination for international filmmakers to ‘Shoot in India.’ Further, he emphasized on how various forms of agreements with international film bodies and industries could go a long way in shaping and strengthening India’s entertainment industry.
Khan also stressed upon making the Indian cinema more affordable for the viewers of tier-2 and tier-3 cities. He ideated on bringing single-screen cinema experience to these cities which would help films to reach a larger audience.
Actor Deepika Padukone also shared the view in terms of importance of WAVES and called it a timely intervention bringing together various mediums of media and entertainment industry. She said the various verticals of the sector were so far working in silos with less convergence while WAVES has a wider scope and has possibilities of weaving together films, OTT, Animation, AI, and other immersive technologies.
While speaking on the sidelines of the Day-1 of WAVE Summit, actors Shah Rukh Khan and Deepika Padukone had an immersive interaction with filmmaker Karan Johar in a jampacked session named ‘The Journey: From Outsider to Ruler.’ They contemplated on their journey in the film industry and on how they carved out a niche for themselves. Shah Rukh Khan shared his views on the ‘outsider-insider’ tags and called the youth to treat the film industry as any other profession where hard work and perseverance has no substitute.
Talking of the changing dynamics of the entertainment industry in the time of social media and image management, Khan suggested the newcomers to focus on their skills rather than merely focusing on their image. Padukone added that the time is to distinguish oneself through their unique strengths and abilities.
In his concluding remarks, filmmaker Karan Johar called India a soft power which is poised to take the next leap with WAVES in the years to come.
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PIB TEAM WAVES 2025 | Rajith/ Shuchita/ Darshana | 127
50 Days to International Day of Yoga 2025: Nashik prepares to celebrate “Yoga Mahotsav” tomorrow Global recognition of Yoga stands as a testament to India’s rich cultural heritage and is a matter of immense national pride: Shri Prataprao Jadhav, Union Ayush Minister
Posted On: 01 MAY 2025 6:38PM by PIB Delhi
The holy city of Nashik, renowned for its spiritual heritage and as the site of the revered Mahakumbh, is all set to host a grand celebration—Yoga Mahotsav 2025— on 2nd May to mark the 50-day countdown to the 11th International Day of Yoga (IDY). The event is being organised by the Morarji Desai National Institute of Yoga (MDNIY), under the aegis of the Ministry of Ayush, Government of India.
The Mahotsav will begin with a mass demonstration of the Common Yoga Protocol (CYP) from 6:30 AM to 8:00 AM on May 2, 2025, at Gauri Maidan, Ramkund Parisar, Panchavati, in the gracious presence of Union Minister of State (Independent Charge), Ministry of Ayush, Shri Prataprao Jadhav along with several dignitaries, Yoga practitioners, and citizens from all walks of life.
As Nashik prepares for the upcoming Mahakumbh 2027, hosting this milestone event imbues the countdown to IDY 2025 with spiritual resonance, echoing the energy of a city where wellness, tradition, and sacredness converge.
Since the United Nations adopted June 21st as the International Day of Yoga in 2014, at the behest of the Prime Minister Shri Narendra Modi, India has led a global movement promoting the timeless wisdom of Yoga. Over the past decade, the Ministry of Ayush has successfully coordinated ten editions of IDY, engaging millions of people worldwide and showcasing Yoga as a powerful tool for unity, health, and harmony.
Shri Prataprao Jadhav, Union Minister of State (Independent Charge), Ministry of Ayush, urged the citizens of Nasik to participate in the event and said, that “Hon’ble Prime Minister Shri Narendra Modi’s initiative led to the United Nations declaring June 21st as the International Day of Yoga in 2014. This global recognition of Yoga stands as a testament to India’s rich cultural heritage and is a matter of immense national pride. IDY symbolizes global unity, wellness, and harmony, with annual Mass Yoga Demonstrations led by the Prime Minister. With the same spirit and enthusiasm, preparations for IDY 2025 are already in full swing.”
The Ministry of Ayush invites every citizen to be a part of this transformative celebration. As the countdown to June 21, 2025 progresses, the message is clear: Yoga is not just a practice—it is a movement for national health, inner peace, and global well-being.
To mark the importance of 11th edition of IDY 2025, and the rich legacy of previous 10 editions of International Day of Yoga the Ministry of Ayush has curated ten Signature Events, each designed to reach diverse sections of society and promote Yoga as a way of life.
Union Minister of State for Finance Shri Pankaj Chaudhary presides over the 69th Foundation Day of Directorate of Enforcement (ED), in New Delhi, today Contribution of Directorate of Enforcement will be extremely important in an economically secure India: MoS Finance Shri Pankaj Chaudhary
Between 2014 to 2024, 5,113 new PMLA investigations initiated: ED Director Shri Rahul Navin
ASG Shri S.V. Raju urges ED officers to stay abreast of changing ML scenarios and elaborated on using the various tools available under PMLA
Shri Chaudhary also releases the ED Annual Report for FY 2024-25
ED also confers 23 awards under various categories to its officers and Zonal Units
Posted On: 01 MAY 2025 6:28PM by PIB Delhi
Union Minister of State for Finance Shri Pankaj Chaudhary presided over the 69th Foundation Day of Directorate of Enforcement (ED) in New Delhi, today.
Also present on the dais were Shri S.V. Raju, Additional Solicitor General; Shri Rahul Navin, Director, ED; Shri Subhash Aggarwal and Shri Prashant Kumar, Special Directors, ED; and Shri Naval Kishore Ram, Joint Secretary, Department of Revenue, Ministry of Finance.
The 69th Foundation Day celebrations were also attended by ex-Directors of ED; heads of various investigative agencies; international delegates from various organisations; all India officers of JD and above level; senior officials of Government of India; and also from Department of Revenue, Ministry of Finance.
In his address on the occasion, Shri Chaudhary said, “The vision of our Prime Minister Shri Narendra Modi is that no economic offender should be able to deprive the common and poor citizens of their rights, and prevention is essential for this as well as ensuring that the offender receives appropriate punishment. The role of the Enforcement Directorate is extremely important in both areas.”
Shri Chaudhary also stated that as India is marching towards achieving the vision of Viksit Bharat 2047, the nature of the economy and economic activities will also change, and complexities will also increase, which might result in evolution of the nature of economic crimes. The Minister emphasised on the critical role the Enforcement Directorate will play in the future.
“The vision of a developed India inherently includes the vision of a secure India. The contribution of the Enforcement Directorate will be extremely important in an economically secure India,” the Minister added.
In his address on the occasion, Shri Navin emphasised on the significant step-up in enforcement activity from 2014 to 2024, with 5,113 new PMLA investigations were initiated averaging more than 500 cases per year. Building on this momentum, Shri Navin noted that in the Financial Year 2024-25, 775 new PMLA investigations were launched, 333 Prosecution Complaints were filed, leading to 34 individual convictions.
During this period, Shri Navin said that ED has issued 461 provisional attachment orders valued at Rs. 30,036 crore – a 44% increase in the number of attachments and a striking 141% rise in their total value compared to the previous year. As on 31st March, 2025, the total value of assets under provisional attachment stood at Rs. 1,54,594 crore.
Shri Navin also apprised the gathering that with the approval of the courts, restitution of Rs. 15,261 crore was done in 30 cases during F.Y. 2024-25 and this process is likely to accelerate in FY2025-26.
“The ED has filed 333 prosecution complaints last year, taking the total cases under various stage of trial to 1,739 as on 31st March, 2025; and of the 47 cases decided so far, there have been only 3 acquittals, yielding a commendable conviction rate of 93.6%,” Shri Navin added.
In his address on the occasion, Shri S.V. Raju highlighted the growing use of cryptocurrency and hawala traders as tools for Money Laundering (ML) and urged the ED officers to stay abreast of the changing ML scenarios and elaborated on the tools under PMLA.
On the occasion, Shri Chaudhary also released the Annual Report for FY 2024-25.
During the celebrations, the officers of the ED were also conferred various awards under the following categories:
President’s Medal for Meritorious Service: Shri Abhishek Goyal, former Special Director, ED, was handed over the President’s Medal for Meritorious Service on the occasion of Independence Day, 2024 for his exemplary investigation work.
CATEGORY I: Rendering dutiful and exemplary service over a long period of time:
Shri Sujit Sadhak, Joint Director, Chennai Zonal Office-II
Shri Suram Chandra, Sepoy, Jammu Sub-Zonal Office
CATEGORY II: Displaying exceptional intelligence gathering/investigation skills leading to successful search/seizure and post action:
Shri Manoj Mittal, Deputy Director (INT-I), Headquarters Office
CATEGORY III: Exhibiting extraordinary valour and courage without paying heed to their safety and security in the line of their duty:
Jalandhar Zonal Office: Under the supervision of Shri Ravi Tiwari, Additional Director, the highest number of convictions have been secured by Jalandhar Zonal Office during the Financial year 2024-25.
Hyderabad Zonal Office: Under the supervision of Shri Rohit Anand, Joint Director, the highest number of Prosecution Complaints were filed by Hyderabad Zonal Office during the Financial year 2024-25.
Gurugram Zonal Office: Under the supervision of Shri Navaneet Agrawal, Joint Director, the highest value of properties were provisionally attached by Gurugram Zonal Office during the Financial year 2024-25.