MUMBAI: LAVA Mobiles has just released a new film which is a part of its ongoing ‘Proudly Indian’ campaign.  

This film has been created very specifically in celebration of India’s 70th Republic Day which falls on January 26, 2019.  

“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.” -- Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square

As India celebrates its 70th Republic Day, Soho Square is proud to present its next #ProudlyIndian campaign for Lava Mobiles. This new 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 very simply, ‘How difficult is it to make a small effort for the country?’   The films reaches out to every Indian to look inward and think a little about how they would like to celebrate this Republic day.  

“Proudly Indian’ 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 amongst 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”--Chandana Agarwal, President, North, Soho Square.