DD Correspondent
Srinagar: Reinforcing its commitment to nation-building and public service, J&K Bank today signed a strategic Memorandum of Understanding (MoU), the first of its kind in the country, with the Directorate of Census Operations, Jammu & Kashmir and Ladakh to collaborate on media, publicity and public awareness activities for the upcoming Population Enumeration phase of Census 2027 in the UTs of J&K and Ladakh.
The historic MoU was signed by Chief General Manager Ashutosh Sareen on behalf of J&K Bank, while Chief Principal Census Officer (CPCO) and Director of Census Operations (DCO) Amit Sharma (IAS) signed on behalf of the Directorate of Census Operations, J&K and Ladakh, in the presence of Joint Chief Principal Census Officer Arun Kumar, Deputy Chief Principal Census Officer Manmeet Singh Loomba, General Manager (CC&M) Mohammad Muzaffar Wani, DGM Syed Aadil Bashir and other senior officers from both organisations.
The landmark partnership will leverage the Bank’s extensive branch network, digital signages and trusted customer outreach channels to disseminate official Census-related information and create widespread public awareness about the country’s first digital Census. The collaboration will involve extensive media, publicity and awareness initiatives.
Speaking on the collaboration, Chief Principal Census Officer and Director of Census Operations Amit Sharma said, “J&K Bank is one of the most trusted public-facing institutions in both the Union Territories, with an unmatched presence across urban, rural, border and remote areas. By integrating Census communication with this trusted institutional network, we are taking authentic Census information directly to the people, strengthening public confidence and ensuring that no resident remains unaware of this important national exercise.” Amit Sharma further highlighted that the partnership would substantially strengthen the Directorate’s ongoing publicity campaign by integrating Census messaging into one of the largest institutional networks.
Expressing confidence that the collaboration would significantly improve public awareness and facilitate the seamless conduct of the forthcoming Census operations, he said, “Besides reaching lakhs of residents through the Bank’s physical and digital touchpoints, the initiative will help counter misinformation, reinforce public trust and encourage greater participation during Population Enumeration, particularly in remote, border and underserved areas.”
Speaking on the occasion, Chief General Manager Ashutosh Sareen said, “The Census is one of the most significant national exercises, providing the foundation for informed policymaking, equitable resource allocation and evidence-based planning for the country’s future. Its success depends not only on robust execution but also on widespread public awareness and participation.”
“As a trusted financial institution with a deep presence across Jammu & Kashmir and Ladakh, J&K Bank is privileged to support this national endeavour by leveraging its extensive physical and digital outreach to disseminate authentic information, build public confidence and encourage greater participation in Census 2027,” he added.
Under the MoU, J&K Bank will facilitate the display of Census awareness material, including posters, pamphlets and standees, across its branches, customer service areas, financial literacy centres and other public-facing locations. The Bank will also disseminate Census awareness messages through its digital signages. Both organisations will coordinate the awareness campaign through designated nodal officers. The MoU is non-commercial in nature and entails no financial commitment from either side.
The MoU between J&K Bank and the Census Department, Ministry of Home Affairs, Government of India, will remain in force until March 31, 2027, providing a structured framework for coordinated awareness initiatives aimed at promoting informed public participation and facilitating the successful conduct of Census 2027 across the Union Territories of Jammu & Kashmir and Ladakh.
