J-K Bank signs MoU with Directorate of Census Operations for population enumeration awareness

Srinagar, Jul 9 (PTI) The J&K Bank on Thursday inked a maiden strategic partnership with the Directorate of Census Operations, Jammu and Kashmir and Ladakh, for the Census 2027 population enumeration awareness. Reinforcing its commitment to nation-building and public service, J&K Bank signed a strategic memorandum of understanding (MoU) -- the first-of-its-kind in the country, with the Directorate of Census Operations, J-K and Ladakh, a spokesman of the bank said. He said the MoU is 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. Under the MoU, the 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 spokesman said. The Bank will also disseminate Census awareness messages through its digital signage. 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, he said. The spokesperson said this historic MoU was inked by Chief General Manager Ashutosh Sareen on behalf of J&K Bank, while Chief Principal Census Officer (CPCO) and Director Census Operations (DCO) Amit Sharma put in his signature on behalf of the Directorate of Census Operations, J-K and Ladakh. The landmark partnership will leverage the bank's extensive branch network, digital signage and trusted customer outreach channels to disseminate official Census-related information and create widespread public awareness about the country's first Census through digital means, the spokesman said. The collaboration will involve widespread media, publicity and awareness initiatives, he said. Speaking on the collaboration, CPCO Sharma said the 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, the Directorate is taking authentic Census information directly to the people, strengthening public confidence and ensuring that no resident remains unaware of this important national exercise, he said. Sharma asserted that the landmark partnership would substantially strengthen the Directorate's ongoing publicity campaign by integrating Census messaging into one of the largest institutional networks. He expressed confidence that the collaboration would significantly improve public awareness and facilitate seamless conduct of the forthcoming Census operations. He said that besides reaching lakhs of residents through the Bank's physical and digital touchpoints, the initiative would help counter misinformation, reinforce public trust and encourage greater participation during population enumeration, particularly in remote, border and underserved areas. The J-K Bank chief general manager 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, he said. "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. The MoU will remain in force up to 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 UTs, the spokesman added. PTI SSB KSS KSS