Aman ki Asha
|Date||January 1, 2010|
Aman ki Asha (Urdu: امن کی آشا, Hindi: अमन की आशा, translation: "Hope for Peace") is a campaign jointly started by the two leading media houses The Jang Group in Pakistan and The Times of India in India. The campaign aims for mutual peace and development of the diplomatic and cultural relations between the two nations in South Asia. It started on 1 January 2010. The campaign never received warm response from India and Pakistan. Despite this, Bennett & Coleman, the holding company of Times Group has been trying valiantly to keep the campaign afloat through a high-profile media campaign.
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Aman ki Asha was inspired by the groundbreaking work of Friends Without Borders, an International NGO, that launched bold, love-based people-to-people campaigns between the children and people of both countries between 2005 - 2007. The Times of India and the Jang group both partnered with Friends Without Borders and picked up the efforts after the Dil se Dil Border Concert was canceled in August 2007. "Peace efforts between India and Pakistan are the real need of the hour and only prudence, foresightedness and sincerity can do wonders for both countries. In this people of India and Pakistan communicate with each other."