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‘Ek Desh, Ek Hum’, a campaign that says we are ‘stronger together’

Advertising veteran Praveen Kenneth along with film maker Pradeep Sarkar and musician Dhruv Ghanekar launches an effort with a video underscoring the ‘nation-above-all’ narrative

Click on the Image to watch the Video.

Praveen Kenneth, founder Law & Kenneth, who retired last year as chairman of Law&Kenneth | Saatchi & Saatchi, has launched a campaign under the platform of ‘Ek Desh, Ek Hum’. The platform kicks off with a video that stresses on the theme of ‘Stronger Together’ theme.

Praveen Kenneth

Speaking on the intent of the messaging, Praveen Kenneth said, “What we are conveying is not new. It’s simple, it’s obvious. We all know the magic of India is the amazing diversity of its people across cultures and religion. Our life is fuller, vibrant, expanded, thanks to our Hindu, Christian, Muslim, Sikh, Jain, Buddhists friends, brothers and sisters. I believe this is the underlying strength of our nation. The important thing, however, is that we need to keep bringing this back into the centre stage of conversation and consciousness. It’s like brushing teeth, it needs to be gotten into our collective consciousness, always. And this needs to be an on-going and an engaging conversation — nation above all. A nation’s health and progress is directly proportional to the quality of the collective and inclusiveness of the society, and that’s the truth. We all know and have been taught from school that in connection there is progress/growth/joy, and in disconnection, there is pain, suffering and chaos.”

Kenneth said, “In a daily life that zigzags through understandable difference, disagreements, arguments and loud and angry debates — which is the beauty of a democracy and always encouraged — the interest of India and Indians, should and will always be the in the centre. The campaign is an effort to bring back this conversation. This effort will be wasted if this ends up trying to pick up holes and complaining. Instead, focus on moving forward, always improving, always enabling, always looking at the bigger picture of great progress.”

The ‘Ek Desh, Ek Hum’ launch video has been directed by filmmaker Pradeep Sarkar while the music has been scored by Dhruv Ghanekar. The lyrics have been penned by Ishita Arun. The video shows a young nation awakening to the need to come together. The narrative of togetherness is spread by people across the country, from every section of society and incorporates India’s great diversity.

“Togetherness is strength is the singular message that we want to convey,” Kenneth said.

The video is accompanied by a Twitter push that will be hosted on #EkDeshEkHum. The campaign URL is This will be supported by and extensive TV and radio support.

“We hope to reach out to people across the political and civil spectrum, taking along all ideologies and views,” Kenneth said. “In the end, everyone wants growth, progress and fraternity. For that, we need to remind ourselves, the very much used adage; unity in diversity.”

The Video:

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