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On India's 74th Independence Day, brands focus on self-reliance and nation-building to overcome crisis

Most brands kept the Covid-19 battle, the economic slump and the need for revival at the core of their messages that tried to spread an air of positivity

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Shradha Mishra
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On India's 74th Independence Day, brands focus on self-reliance and nation-building to overcome crisis

On India’s 74th Independence Day, most corporates initiated conversations around ‘MakeInIndia’ and self-reliant India or nation-building at a time when the country is facing an economic slump due to the pandemic, while others took up causes they strongly felt for.

The year 2020 has been challenging in many ways and taught us to celebrate even the smallest of victories and joys of life. The world needs every ounce of positivity that radiates and spreads sheer optimism while embracing the new normal of life. Slowly and cautiously, India is opening, businesses are coming back to life and travel restrictions are easing out.

Brands are connecting with people in a deeply emotional way and getting them to move the wheels of commerce, thereby helping millions of people whose lives depend on a revived economy.

Here are some of the thought-provoking campaigns.

Tata Salt

#NamakKeWaastey

Tata Salt urges the nation to come together with the same fiery patriotism as shown during the Indian Independence movement in fighting the Covid-19 pandemic. The spirit is brought alive through an emotional digital film developed by Ogilvy and directed by Divyansh Ganjoo, using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal. The film features LT. Colonel Inderjit. S. Gill (Veteran 1971 War). Tata Salt appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance to fight this pandemic.

TVS Eurogrip

TVS Srichakra Limited, India’s two and three-wheeler tyre company, has launched a social media campaign that highlights how the lockdown has changed lives of many and urges the audience to contribute positively to the lives of those affected by supporting them and showing them they care.

Titan Company

#LetsGetIndiaTicking

Titan Company limited has launched a novel industry collective, #LetsGetIndiaTicking, a movement urging individuals to kick-start the wheel of the economy.  Conceptualised by Lowe Lintas Bangalore, the campaign launches with a film that is symbolic of the interconnectedness of the economy, and how every cog needs to be set in motion to get the economy back on track.

The film shows how one purchase has a cascading effect on the lives of others — unfolding the symphony of the economy.

MP Birla Cement

#MeraGhar

On Independence Day, the film by MP Birla Cement and Ogilvy Kolkata brings to life this thought of home being a place where there’s always room for everyone, even in unprecedented times. It is also a tribute to all those who opened their hearts and homes and gave people freedom from the loneliness that had descended into the lives of those who were all alone during the lockdown.

Essar

#InclusiveIndependenceDay

Essar’s Independence video spoke about transgenders, and the importance of their inclusivity in the society. The community that struggles with marginalisation, typecasting, lack of recognition, and alienation, often finds itself trapped from within.

Lava

#DeshKiApniDhun

Indian mobile handset brand, Lava International Limited, launched a #ProudlyIndian tune- ‘Desh Ki Apni Dhun’. The campaign video conceptualised by 82.5 communications introduces Lava’s unique signature tune that brings alive the real sounds of India. Recreated with the sounds we hear on Indian streets, Lava’s Desh Ki Apni Dhun highlights the core of the brand which is the feeling of being Proudly Indian. The video ends with a message 'Desh ki apni dhun, Desh ka apna Lava' which aptly summarizes the theme of the campaign.

Tata Motors Finance

Logicserve Digital, a digital marketing company and the Indian arm of Logicserve Group, crafts a beautiful campaign for Tata Motors Finance that highlights how irrespective of the situation, nothing can stop Indians to come together and celebrate our independence. 

The agency conceptualized and executed a unique branded music video that brought together 50+ artists, from all walks of life and all parts of India. Together, they recreated the song Saare Jahaan Se Acha from within the confines of their homes.

Tata Tea Premium

#DeshKaKulhad

Tata Tea Premium has launched a special “Desh Ka Kulhad” collection that promotes the work of our Indian Artisans. This limited-edition hand painted Kulhad showcases the rich cultural heritage and diversity of various Indian states. For this initiative, Tata Tea Premium has tied up with Rare Planet, a startup that promotes and works with the artisan community across India.

The Kulhads are available on indiakichai.com for consumers to buy.

 Ixigo

#IndiaMeriJaan

Travel app, ixigo has rolled out a heart-warming video, #IndiaMeriJaan, to salute the brave hearts and everyday heroes working at the forefront to fight Covid-19 in India.   From everyday volunteers distributing food packages to police, nurses and doctors working tirelessly day and night to evacuation of stranded Indian overseas through Vande Bharat mission, #IndiaMeriJaan pays tribute to these real unsung heroes of the Covid-19 battle.

ITC B Natural

#HumHongeKamyaabHarDin #SongOfHope

ITC Ltd.’s B Natural Fruit Beverages has dedicated the humble rendition of 'Hum Honge Kamyaab Har Din' to the Indian farmer community.  

The song, developed in collaboration with Alive India brings together a stellar ensemble of singers like Usha Uthup, Harshdeep Kaur, Javed Ali, Zubeen Garg and Kunal Ganjawala who soulfully narrate the farmers’ unwavering hard work and love for his soil.  

Voltas

#KeepingIndiaCool

Voltas takes a walk down memory lane of 'Keeping India Cool'. Be it through world-class consumer products, large-scale rural electrification projects or their focus on infrastructure and road building; the commitment to nation-building is a tenet Voltas lives by. Voltas shares an informative video that celebrates its milestones that helped strengthen the pillars of progress in the country:

Vogo  

#FreedomtoGo

 VOGO, a tech-enabled, self-ride two-wheeler rental service, introduces new brand positioning ‘Freedom to Go’, committing to provide uncompromising mobility solutions to daily commuters embracing flexibility, freedom and affordability. With this new approach, Vogo highlights that it not only aspires to provide safe and reliable mobility solutions but also takes a culturally progressive stand, connects with customers emotionally and fuels their journeys and growth.

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House of Hiranandani  

#FreeInside Campaign

House of Hiranandani, a real estate brand developing iconic integrated communities in India, celebrated Independence Day with #FreeInside, a social media campaign that allowed people to showcase what independence meant for them while they stayed at their homes.

The core idea of the campaign is to bring a positive side of life when everyone is struck by fear and anxiety.  The campaign includes an online contest where people shared video bytes and Instagram reels about what made them feel #FreeInside in the past few months.

A video showcased the manner in which a House of Hiranandani Home offers freedom to live a holistic life with its spacious homes, best-in-class amenities, lush green landscapes and engaging and lively communities. 

Bajaj Allianz

#IndiaSolveKartaJa

Bajaj Allianz Life's Independence Day campaign signifies how this year despite being filled with challenges and hardships, there is still hope and optimism. The nation’s spirit of unity and problem-solving capabilities has enabled us to overcome the unprecedented difficulties of times. #IndiaSolveKarteJaa campaign is a tribute to the undying spirit of problem solvers, in creating innovative and path breaking solutions to help India get its Life Goals.

GoPro

GoPro has released a video to commemorate the National Flag. Ideated and created by Jio Creative Labs, the video shows gymnasts of the team 'Incredible Mallakhamb' form the Tiranga, or the tricolour flag, on a mallakhamb, which is a centuries-old Indian sport. The team came to the limelight after it found its way to the finals of India’s Got Talent Season 7.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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Godrej Group

#TheBoxThatUnboxedIndia

The Godrej Group released a digital film highlighting the pivotal role it has played as nation builders to our country.

Titled the ‘The Box that Unboxed India’, the film opens by recalling Godrej’s contribution to India’s first democratic elections in 1952 when the Group made 1.2 million ballot boxes for the voters, literally ‘unboxing freedom’. It takes viewers through the group’s efforts over the decades to build a self-reliant India, through its various businesses spanning agriculture to aerospace.

MakeMyTrip

#AzaadiWaliFeeling

MakeMyTrip, an online travel company, launched a campaign video #YeAzaadiWaliFeeling that spreads positivity with a hope for a better world.

The video is a reminder to all those wonderful feelings that make one feels free and happy in the lands unknown and in places where no one knows you. Where true happiness means enjoying a bowl of Maggi in the hills or taking those carefree walks on the beaches.

Revital H

#OurImmunityHeroes 

Revital H, a health supplement brand from Sun Pharmaceutical Industries, has launched a digital campaign, #OurImmunityHeroes to show gratitude to the Indian Army who acts as an immunity shield and keeps our nation safe. The campaign has gone live on the brand’s digital platforms including Facebook, Instagram, Twitter and YouTube.

Raymond Apparel

#Azaadi

Raymond Apparel celebrates the spirit of ‘Azaadi’ through a public awareness campaign. The film takes forward the conversation on the concept of independence in today’s changing socio-economic context. Reverberating the message by PM Modi for promoting local Indian products, the film concludes by Raymond Apparel making an appeal of bringing back the love for Indian brands and serving as a medium to usher in true Independence to our country.

Max Life

#KhushiyonKiSuraksha

Max Life Insurance Company launched an initiative ‘Rakshak’, dedicated to serving the armed forces of the nation. In the digital campaign video Angad Bedi, face of the ‘Rakshak’ initiative, salutes the army personnel for their courage, selfless resilience and dedication towards protecting the country, while urging them to financially protect their own family and loved ones from unforeseen contingencies. 

Radico

Radico Khaitan has launched a gratitude song “Shukriya” under the banner of The Spirit of Victory in the honour of the courageous Indian Army. Through the song, Radico Khaitan pays tribute to the Army for their immense sacrifice throughout and protecting the motherland without fearing for their own lives. The song is written and sung by our friend and versatile musical artist Padamjeet Sehrawat.

MTV 

In its newly released brand film, MTV shows people from different walks of life in 2019, criticising the monotony of college life, everyday hassle of traveling to office and talking about how partying is done to death for youngsters and being self-dependent is an overrated concept. But then, 2020 happened. That college guy, the working professional, and the party animal going-girl are seen sitting at home, missing their freedom that they never valued. The drab look on their faces says it all— Be careful what you take for granted. Freedom matters. 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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Tata Motors

#Aatmanirbharta

Tata Motors, India’s leading auto brand today announced the launch of ‘Atmanirbharta by Tata Motors’ – a digital campaign highlighting the existence of localisation in everything that we do. Designed and conceptualised by WATConsult, this campaign emphasises on the meaning of ‘Atmanirbharta’ or self-reliance for individuals and the nation.

Mountain Dew

Beverage brand Mountain Dew salutes India’s resilient spirit with a rendition of the timeless anthem of patriotism, ‘Yeh Desh Hai Veer Jawaano Ka’ from Saregama. The anthem has been composed by Ram Sampath and features vocals from  Sukhwinder Singh. The lyrics written by Swanand Kirkire reiterates the brand philosophy of Darr Ke Aage Jeet Hai and salutes the nation’s spirit of emerging victorious in the face of fear.

Set to the lyrics, “Yeh Desh Hai Veer Jawaano Ka, Albelo ka Mastano ka, Yahan Sadiyon Se Ye Reet Hai Ji, Har Darr Ke Aage Jeet Hai Ji”, the video features stills of some defining moments be it the 1983 Cricket World Cup, Mangalyaan, A.R Rahman’s Oscar win or the bravado of the real heroes facing the current times.

Luminous

#BeEnergyIndependent 

Luminous Power Technologies #BeEnergyIndependent campaign urges the nation to pave the way for a new form of independence with solar energy, where the nation is not reliant on imports of energy. Luminous brand ambassador Sachin Tendulkar highlights the need for a clean source of energy and talks about the advantages of solar energy. He appeals the citizens to adopt and harness solar energy to generate their own power and take a pledge to be self-reliant when it comes to power generation, Chalo India, Bijli Banao!

Aegon Life Insurance

#TensionSeAzaadi

Aegon Life Insurance has launched its #TensionSeAzaadi campaign. Created by Brand movers, the campaign expresses varied emotions of freedom embraced by the people in modern-day in the current uncertain times. The campaign reflects the brand’s essence to provide a tension-free future with effective insurance solutions. It showcases a juxtaposition of the meaning of ‘Azaadi’ during the time of Covid-19. It is a light take on some of the less serious but essential things that constitute a safe and financially secure future.

Nestlé India

#EkChhotiSiKoshish”

To celebrate the trust and affection millions people have given to Maggie and to re-dedicate on India’s Independence Day, Nestlé India is announcing the launch of “Maggi Desh Ke liye 2 Minute – Ek Chhoti Si Koshish”, a set of year-long initiatives, across the country.

The initiative will begin with a digital launch followed by several initiatives focusing on swasthya (health), swachhta (cleanliness) and sahayata (co-operation) that will be unveiled as the year progresses.

Friends Adult Dry Pants

#AzaadiMubarak

Friends Dry Pants, the flagship brand of Nobel Hygiene, specially designed for people suffering from Incontinence, launched its freedom campaign via a national campaign across television and digital platforms. With Azaadi Mubarak as their campaign tone and brand promise, it aims to de-stigmatise the category by creating awareness about incontinence (urine leakage).

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Airowater

#HarBoondSeBadlegaIndia

Airowater Private Limited, an atmospheric water generator (AWG) Company, has launched a campaign #HarBoondSeBadlegaIndia through which it aims to educate the people not only the threats of water security but also encourage the individuals join hands towards a greener, healthier and happier society.

The campaign focuses on freedom from water shortage, diseases caused by water, freedom from plastic bottles and groundwater.

Suzuki Motorcycle

#ParkForFreedom

Saluting the spirit of India’s frontline Pandemic warriors, Suzuki Motorcycle India Pvt. Ltd. (SMIPL), the two-wheeler subsidiary of Suzuki Motor Corporation, Japan launched an Independence Day campaign, #ParkForFreedom. The campaign consists of a digital film featuring Indian citizens revving their stationery vehicles and requesting people not to step outside their homes on August 15 unless it is essential.

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India's 74th Independence Day brands focus
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