The 2023 BBT Bhadra Purnima marathon has begun with a goal to distribute at least 55,000 sets of Srimad Bhagavatam all over the world in multiple languages. The target date for the 2023 goal is September 29th.  

Launched in 2017 by the BBT MCI Team (Marketing, Communications, and Innovation) under the expert leadership of HG Vaisesika Prabhu, the Bhadra Campaign aims to bring together all devotees in the world around the common goal of mass-proliferation of the Srimad Bhagavatam. The ultimate objective of the campaign is to fulfill Srila Prabhupada’s desire that “every respectable person” would have a full set of the Bhagavatam in their home. 

According to shastra, by distributing a set of Srimad Bhagavatam or giving it as a gift, the giver goes back home, back to Godhead, “If on the full moon day of the month of Bhadra one places Srimad Bhagavatam on a golden throne and gives it as a gift, he will attain the supreme transcendental destination” (Srimad Bhagavatam 12.13.13). 

This year’s marathon is called “Join the Surge” and represents a multi-year strategy to eventually reach the annual goal of 100,000 sets of Srimad Bhagavatam shared in the year 2026. 

Commenting on the success of the 2022 campaign, which saw the distribution of more than 45,000 sets, Vaisesika Prabhu said, “The globe will never be the same. How did it happen? Because Lord Chaitanya wanted it to happen. We’re just cooperating; we’re just instruments. The more we advocate for this, the more we assume it can be done and do our part methodically, the more this will increase and bring pleasure to Srila Prabhupada.”

To kick off the Bhadra Campaign earlier this year, the BBT MCI Team introduced a new mascot, Simha. The BBT Instagram shared, “Introducing Simha! Our superhero who is ready to help us on our adventurous journey to bring light to the world through the Bhagavatam. He is fast, kind, and fun to be around. He has glasses that give him divine vision and he enters the hearts of devotees to inspire them. In his free time, he chases his tail memorizing verses. Join Simha in our surge to 100k!”

The word ‘mascot’ comes from the French term ‘mascotte,’ meaning lucky charm. Many organizations use mascots as a way to enhance their marketing strategies. A distinctive mascot can help a company tell a story about their product, allowing customers to connect with it on a deeper level. 

Regarding the introduction of Simha, one of the lead team members of BBT MCI, Shyama Mohini Devi Dasi, said, “For me, Simha conveys several things: the bravery of every devotee who steps out of their comfort zone to bring Bhagavatam to others; the thrill and adventure of sankirtan, where we never know what will happen next; the fun and ease of distributing books in the right mood; and the superhero achievements of one who is empowered beyond their capacity (or even their imagination) by Lord Caitanya.”

Anukula Seva Dasa, the designer behind Simha, added, “The main idea is to share Simha’s hero journey over the next three years, as we rally together and surge towards 100,00 sets.” A hero’s journey is a common story template involving a hero who goes on an adventure, learns a lesson, wins a victory with that newfound knowledge, and then returns home transformed.

Vaisesika Prabhu explained that Simha symbolizes the boldness and bravery of the devotees, who fearlessly go out into the world, knocking on every door to give Krishna consciousness to others. “After all,” he said, “that’s the only purpose of the Krishna consciousness movement.”

To “Join the Surge” visit the BBT on Facebook or watch the BBT’s promotional video for this year’s campaign.

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