J&K Bank, Directorate of Census Operations Forge First-of-Its-Kind Partnership to Boost Census 2027 Public Awareness
Srinagar, July 9: In a first-of-its-kind initiative in the country, J&K Bank on Thursday signed a strategic Memorandum of Understanding (MoU) with the Directorate of Census Operations, Jammu & Kashmir and Ladakh, to jointly undertake media, publicity and public awareness campaigns for the Population Enumeration phase of Census 2027 across the two Union Territories.
The MoU was signed by J&K Bank's Chief General Manager, Ashutosh Sareen, and Chief Principal Census Officer (CPCO) and Director of Census Operations, Jammu & Kashmir and Ladakh, Amit Sharma (IAS), in the presence of Joint Chief Principal Census Officer Arun Kumar, Deputy Chief Principal Census Officer Manmeet Singh Loomba, General Manager Mohammad Muzaffar Wani, Deputy General Manager Syed Aadil Bashir, and other senior officials from both organisations.
The partnership aims to utilise J&K Bank's extensive branch network, digital signages and trusted customer outreach platforms to disseminate authentic Census-related information and enhance public awareness ahead of the Population Enumeration phase of Census 2027. The initiative will include coordinated media campaigns, publicity drives and awareness programmes across Jammu & Kashmir and Ladakh.
Speaking on the occasion, Amit Sharma described the collaboration as a landmark initiative, stating that J&K Bank's unmatched presence across urban, rural, border and remote areas makes it an ideal institutional partner for reaching every section of society. He said the integration of Census communication with the Bank's outreach network would strengthen public confidence, ensure wider dissemination of authentic information and encourage greater participation in the national exercise.
He further said the collaboration would significantly reinforce the Directorate's ongoing publicity campaign by integrating Census messaging into one of the region's largest institutional networks. The initiative, he added, would help counter misinformation, strengthen public trust and ensure that residents, particularly those in remote, border and underserved areas, remain well informed about the Census process.
J&K Bank Chief General Manager Ashutosh Sareen said the Census is one of the country's most important national exercises, forming the foundation for evidence-based policymaking, equitable resource allocation and long-term development planning. He said the Bank was privileged to contribute to the national endeavour by leveraging its extensive physical and digital presence to promote authentic information, enhance public confidence and encourage maximum public participation in Census 2027.
Under the agreement, J&K Bank will display Census awareness material, including posters, pamphlets and standees, at its branches, customer service centres, financial literacy centres and other public-facing locations. Census awareness messages will also be disseminated through the Bank's digital signages. Both organisations will coordinate the campaign through designated nodal officers.
The MoU is non-commercial in nature and involves no financial commitment from either side. It will remain in force until March 31, 2027, providing a structured framework for coordinated awareness initiatives aimed at ensuring informed public participation and the successful conduct of Census 2027 across the Union Territories of Jammu & Kashmir and Ladakh. ANB
