Vimukti Yatra 2025: A National Movement for Addiction Prevention
On India’s Republic Day, 26 January 2025, the Rotary Club of Addiction Prevention 3141 (RECAP) launched Vimukti Yatra 2025, an unprecedented 28-day Pan-India campaign.
A National Movement for Addiction Prevention
On India’s Republic Day, 26 January 2025, the Rotary Club of Addiction Prevention 3141 (RECAP) launched Vimukti Yatra 2025, an unprecedented 28-day Pan-India campaign. Led by Rotary President Rtn. Siddharth Udeshi and a team of Rotarians and volunteers, the Yatra was flagged off from Mumbai and traversed the country like a caravan of hope. This epic expedition – covering 10,000+ km across 26 Rotary districts and 17 states – is designed to shine a spotlight on addiction issues and catalyze social change. The launch was a vibrant celebration of purpose: a Rotary flag-hoisting ceremony on January 26 symbolized unity in tackling India’s addiction crisis.
Objectives
Vimukti Yatra is built around four core goals that guide every aspect of the journey:
- Addiction Prevention: Spread awareness about the dangers of nicotine, alcohol, drug, and internet addiction (the “NADI” campaign). Through facts, statistics and expert talks, the Yatra educates communities on prevention and recovery.
- Mental Wellness: Destigmatize mental health issues and promote well-being. The campaign emphasizes that addiction and mental health are deeply linked – by fostering open conversations and support, communities can heal together.
- Community Empowerment: Equip locals with tools and skills to confront addiction. Mobile workshops, skills training sessions and support networks are held in towns and villages en route, so that families and youth can “take charge of their futures,” no longer feeling isolated in their struggle.
- Social Transformation: Ignite a nationwide movement. By partnering with Rotary clubs, NGOs and citizens, the Yatra builds a lasting coalition. The goal is to inspire sustainable change – transforming public attitudes and building a vibrant network of addiction-prevention advocates.
Each goal is woven into the journey’s narrative: every village meeting and city rally advances these objectives, laying the groundwork for lasting impact.
Key Events & Journey Highlights
Over the course of 28 days, the Vimukti Yatra caravan journeyed across the country, reaching both bustling cities and remote communities. At every stop, the team organized educational camps, skill-building workshops, and awareness drives tailored to the unique needs of each region. Throughout the campaign, they engaged with local communities, leaders, and Rotary representatives to sustain momentum and deepen impact. Throughout the journey, the Yatra’s media team collected powerful stories and images. A rotating set of Rotary volunteers kept a daily log of milestones.
Enjin Experiences (Eventz Genie) serves as the official social media and PR partner for the Vimukti Yatra. Their digital campaign is exhaustive and strategic, designed to bring the Yatra’s stories to millions of citizens.
A dedicated team produces daily content – short videos (reels), photo stories, and infographics – capturing each day’s key milestones, city visits and sessions. Posts mix hard facts on addiction/mental health with human-interest moments.
By integrating digital storytelling with on-ground branding, the Vimukti Yatra’s media strategy turns every moment into public outreach. Potential partners will benefit from this enormous exposure, while the cause itself gains a compelling online voice.
In addition to our digital efforts, Sharad Advertising Pvt. Ltd. joined the Vimukti Yatra as the official fundraising and branding partner. With a proven track record in strategic media planning and event promotion, Sharad Advertising has driven sponsorship outreach, crafted high-impact visibility opportunities, and coordinated on-site branding—from banners and standees to vehicle wraps—across every Yatra stop. Their involvement has not only helped secure the necessary funds to power the campaign but has also ensured that partner logos and messaging received consistent, high-value exposure throughout the 28-day journey
Impact & Future Vision
The Vimukti Yatra is envisioned as more than a one-time caravan – it is a launchpad for long-term change. As the official narrative notes, “This initiative is not just a journey – it’s a mission to ignite change, build awareness, and foster a network of individuals committed to addiction prevention.” In practical terms, this means the Yatra will seed ongoing programs and networks: local Rotary clubs will continue follow-up workshops and support groups in cities visited; media coverage will inspire other districts to organize similar drives; and the momentum will carry through Rotary’s nationwide events calendar.
