Jagmohan Singh presents the Sikhi Message Sewa initiated by young entrepreneur Harjinder Singh, using a new medium, hitherto misused by mobile companies and marketing giants.

You are a Sikh living in India and you have a cell-phone -then get set for SMS downpour. They are not the regular irritating messages, but the sewa-oriented social service of an energetic young and devout Sikh.

While advertising networks are still experimenting with this new medium, Harjinder Singh- a net-savvy and progressive management student has hit upon this new medium to stay in touch. "This is my way of celebrating the Tercentenary of Guruship of Guru Granth Sahib. Within 30 seconds, a message from the SikhNetwork set up through the website www.sikhismonphone.com reaches over 120,000 viewers across India" says the humble smart-looking Ludhiana lad. Powered by the team of smsgupshup.com, it takes mobile messaging to a new spiritual level.

From Jhansi to Amritsar, from Rudrapur to Panjim, every Sikh whose mobile number is registered with the site gets the messages free of cost. There is a small unobtrusive ad message which follows, but it does not detract from the substance of the Sikhi messages that implore you to help fellow Sikhs, not to seek and give dowry, feel proud of good deeds of Sikhs worldwide and of course to vote for Ishmeet Singh!

Whilst this Sikhi Message Sewa was intended to do Parchar through this new medium, the SikhNetwork rendered a significant service in generating Sikh fervour in favour of Ishmeet Singh. Every Saturday evening, this network flashed messages urging members to vote for Ishmeet Singh. This direct message galvanized new viewers all over the country –as far as Cochin and the Lakshadweep islands to watch the programme and to vote en masse for Ishmeet Singh. "Vote for Ishmeet Singh as he is a Sikh and he is talented too." "Be proud of a sabat-soorat Sikh singer" and so on. The message tones never stopped on Saturdays and Sundays. "I wanted to put this message across. If you are good in your deeds and you are a good Sikh, the Sikh on the street will support you, everybody will support you" says Harjinder. There is no doubt that he has conveyed and pretty successfully.

Undoubtedly, it is the world's largest religious SMS service. The author of this new script on the canvass of Sewa is exploring prospects of starting such service in various parts of the world. Spelling out his plans, Harjinder Singh said that this year he would be concentrating on spreading the Guru's word and thence would build a network to enable Sikhs worldwide to stay in touch.

With such a connecting service in place, no Sikh with a cell phone will be taken off guard. Keeping abreast of current events and happenings will alert every receiver.

Jagmohan Singh is a commentator based in Ludhiana, Panjab. He may be contacted at jsbigideas@gmail.com

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