Lava Mobiles has released a film as a part of its ongoing ‘Proudly Indian’ campaign. It has been created by Soho Square Delhi to celebrate India’s 70th Republic Day.
The film is a means to evoke a sense of pride among citizens who perhaps don’t own the same sense of patriotism as their elder generation.
The question the film poses is simple, ‘How difficult is it to make a small effort for the country?’ The film reaches out to every Indian to look inward and think a little about how they would like to celebrate this Republic Day.
Sumanto Chattopadhyay, Chairman and Chief Creative Officer, Soho Square, said, “Republic Day is when the Indian constitution came into effect, completing our long journey to independence. Let's shake off our apathy to honour the tremendous effort that went into making us who we are as a nation.”
“ProudlyIndian is a hashtag that Lava started about a year back, being a pioneer ‘made in India’ mobile brand. Over time, as a property, ‘Proudly Indian’ has been inspiring pride among people for all things Indian. In this film, Lava and Soho Square wanted to bring out the fact that for some of us the significance of Republic Day is lost. We feel that what is unsaid in this film is far more important than what is said. After all, Republic Day is not yet another holiday,” said Chandana Agarwal, President, North, Soho Square.
Client: Lava Mobiles
Agency: Soho Square Delhi
President, North: Chandana Agarwal
Chairman and Chief Creative Officer: Sumanto Chattopadhyay