Our global team continues to distribute unprecedented numbers of Srimad Bhagavatam sets through the Bhadra Campaign.

This year, 250+ communities from 50+ countries distributed 45,800 sets of Srimad Bhagavatam, smashing the worldwide goal of 43,000 sets. The long-term goal is to reach 100,000 sets by 2026.

This Bhadra Campaign was launched in 2017 by the BBT MCI Team (Marketing, Communications, and Innovation) under the leadership of HG Vaisesika Prabhu. By uniting a global team around this common goal, Bhagavatam distribution has skyrocketed from 7,007 sets in 2018 to 45,880 this year. The campaign runs annually from Gaura Purnima to Bhadra Purnima.

Vaisesika Prabhu commented, “Congratulations teammates, we smashed it together. 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.”

The campaign is inspired by Srimad Bhagavatam 12.13.13, which states, “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.”

It’s also driven by Srila Prabhupada’s instruction in a 1977 letter to disciples, “I want that every respectable person has a full set of Bhagavatam and Caitanya Caritamrta in his home.”

As stated on the campaign website, “Please let everyone know that by purchasing a full set (or multiple sets) of Srimad-Bhagavatam and giving it as a gift for Bhadra Purnima, the giver will go back to Godhead and the receiver will have the means to develop love for Krishna, which is the ultimate goal of life.”

This global endeavor included regular zoom events, inspirational messages from leading devotees, training programs, and branded merchandise sent to centers around the world. There was a strong emphasis on global team building and advocacy from ISKCON leaders. Beautiful graphic design, along with colorful maps showing regional progress, gave the campaign a professional look and feel. The theme song, “Plant a Seed,” was sung by Mani Manjari Devi Dasi.

Bhava Sandhi Devi Dasi from New Zealand stated, “Every year it feels risky to increase our goals. It felt like last year’s Bhadra campaign was a miracle… How could we possibly do it again this year? But with the risk for Srila Prabhupada’s pleasure comes urgent prayers and dependency, and then the magic happens. And of course, nothing would happen without the teamwork and organization of the devotees all over the world. We’re feeling blessed to be part of the adventure.”

Nandini Kishori Devi Dasi from Alachua said, “There was an unbelievable response from the Alachua community… It rekindled the book distribution spirit and brought out the sankirtan warrior in veteran devotees!”

A wide variety of book distribution techniques were used. Sankirtana devotees are becoming more skilled and comfortable displaying full sets at tables and going door-to-door. Corporate sponsorships increased. Communities were trained on distributing over the phone, and through Zoom calling parties. Another successful initiative was “Graam Vidya Daan,” which placed sponsored Srimad Bhagavatam sets in Indian villages.

The historic effort culminated with a special fire yajna in Mayapur which was broadcast globally and featured guest speakers, performances, and final result offerings. Participants’ names, Bhagavatam verses, and final results were offered in the yajna and scrolled onscreen.

In his celebration address, Vaisesika Prabhu said, “My heartfelt congratulations to all the leaders who are giving your heart and soul… Thank you for your very hard work, for staying up late, and for losing sleep over these numbers. Let’s do it again and again, till we run out the clock on the field, and let Lord Chaitanya Mahaprabhu take care of everything else. Let’s keep the vision in mind: a world full of Srimad Bhagavatam.”

He adds: “We’re on a march, we’re on a mission, we’re aiming toward 2026, the year we’re going to do 100,000 sets of Bhagavatam around the globe together. Where there’s a will, there’s a way. When we assume that it can be done, it’s absolutely possible… May the glories of Srimad-Bhagavatam resound all over the world, and may we also increase in our hearts the desire to hear the Srimad Bhagavatam in the association of pure devotees.”