The Prime Minister's office on Sunday launched a campaign titled #Sandesh2soldiers, urging citizens to send messages to security personnel during Diwali. The announcement of the campaign, on October 22, follows increased hostilities along India's border with Pakistan.

The promotional video posted on the prime minister's social media accounts calls on Indians to write to security force personnel through letters, the Narendra Modi mobile app developed by the Bharatiya Janata Party or the MyGov app developed by the Information and Technology Ministry.

In his social media video message, Modi said he had already sent out a personal message to the soldiers. He said the messages would give them the added strength and serve as a force multiplier. The prime minister's post said, "This Diwali, let us remember our courageous armed forces who constantly protect our Nation. Jai Hind."

Officials told The Indian Express that Modi will read out some of the messages during his Mann ki Baat address and that Doordarshan, All India Radio and several celebrities will promote the campaign. Modi spent Diwali in 2014 and 2015 with Army personnel.