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This Independence Day, brands pay tribute to India’s fighting spirit

A list of some of the campaigns and brand initiatives launched ahead of 15 August.

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Mumbai: It has been a year riddled with challenges and loss. The second wave of the pandemic devastated families and took a heavy toll on the country as a whole. Amid all these challenges, India has entered into its 75th year of independence. As the country gears up to mark this momentous occasion, brands too aren’t behind in becoming a part of the grand moment. From campaigns that convey a sense of hope and elation to music videos that commemorate the people’s resilient spirits, these heart-warming narratives are bound to strike an emotional chord with viewers.

Uber

The ride-hailing app launched a music video as a tribute to India’s fighting spirit. The video features a five-year-old singer from Mizoram, Esther Hnamte performing an earnest rendition of AR Rahman’s “Maa Tujhe Salaam”. The video also highlights Uber’s efforts to support communities around the country during COVID-19. Uber has found meaningful ways to cater to evolving needs by creating livelihood opportunities for drivers on the platform. The company shifted focus to move what mattered most: serving frontline healthcare workers, facilitating essential trips for citizens, supporting vulnerable communities, and keeping vital supply chains moving, which is depicted through the three-minute video.

BookMyShow

In rural Jharkhand, young girls are forced to drop out of school and become child brides and work to support their families. BookASmile, the entertainment platform’s charity initiative, in collaboration with Jharkhand-based NGO – YUWA has been working at the grassroots to uplift the lives of these girls by breaking the shackles of such social evils and providing them an equal opportunity to discover their true potential through sports. 

The association has conceptualised a new campaign to highlight the role of freedom through sports titled ‘Independence Through Sports’. Launched in the format of a digital video film on the eve of the Independence Day it furthers their work in encouraging and empowering young girls to explore the realm of sports through this campaign. Since 2015, BookASmile has supported YUWA, to build a grassroots program ‘Football for Empowerment’ working together to train young women from tribal and low economic backgrounds as coaches and leaders.

Policybazaar

The online insurance marketplace has released its new digital film on the occasion of Independence Day, drawing attention towards core human values of lending a helping hand at the time of need.

Conceptualised by Scarecrow M&C Saatchi, and directed by Pinaki Bose, the digital film is based on a heart-warming story of a street violinist in Kolkata who once used to play in popular cafes. However, due to no takers for his craft, he is forced to earn money while playing on the streets. The brand wanted to give a positive larger-than-life message while staying salient to the category. The film depicts how the goodness of strangers is all that one has in times of need. Much like insurance, which is there to support you when you need it the most!

Tata Tea Premium

As an earnest gesture to lend support to the Indian artisan community, TATA Tea Premium celebrates this Independence Day by bringing out a unique #DeshKaKulhad collection in partnership with Rare Planet - a startup that promotes the work of local Indian artisans. The proceeds of the sale of these exquisite hand-painted kulhads will help to lend support to the artisan community that has been severely impacted by the current times.

As part of the initiative, the brand has released a video anthem celebrating the artisans of India. Sung by the singer, composer and popular Pop Sufi rock artist, Rituraj Mohanty the song celebrates the rich cultural diversity of India. As the wheel spins and the clay moulds and gets sculpted, we can witness the pride of India’s heritage and art taking its shape. These special kulhads have been handcrafted with region-specific artforms like Madhubani folk art from Bihar, Warli artform from Maharashtra, Phulkari patterns from Punjab, Patachitra from Odisha, Sanjhi art from UP, etc.

Godrej Group

The Godrej Group released a digital film to celebrate the spirit of independence as seen from the eyes of the country’s youth with the campaign - #FreedomIs. The theme #FreedomIs expresses the expectations of the youth and presents their belief of what freedom means to them, and how their kind of India will be different. The campaign highlights various aspects that they can relate to and urges every citizen to take a pledge to spread this idea of an optimistic India.

Conceptualised by the corporate brand and communications team of Godrej and Creativeland Asia, the narrative of the digital film aims to inspire the youth of India to cherish their freedom, serving as a reminder and a call to action.

CashKaro

The cashback & coupons site recently announced its Independence Day campaign #HumIndianHain in collaboration with celebrities like Ali Fazal, Sunil Grover, and Nidhi Agerwal. This campaign highlights how every Indian loves finding value for money. It celebrates the quirky elements that make us truly Indian, while also urging us to embrace them all and cherish our Indianness. 

PETA

Through its new Independence Day PETA India (People for the Ethical Treatment of Animals) Billboard Campaign, the American animal rights organisation encourages adoption of street animals. To reinforce this social message just in time for Independence Day, PETA India has placed a billboard in all major cities like Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, and Mumbai, encouraging people to get patriotic by adopting a lovable Indian dog from the streets or an animal shelter, rather than adding to the homeless-animal crisis by patronising breeders and pet shops that sell foreign pedigrees.

Meanwhile, there are goodies to be won for wearing one’s patriotic heart on our sleeves too! Adding flavour to the current feelings of joyousness, Taco Bell will reward all consumers, who are striving every day to get closer to the ‘finish line’, with a free crunchy taco on 15 August. Through their campaign, the brand aims to recognise and acknowledge each Indian who is a go-getter in his or her respective fields.

Candere by Kalyan Jewellers has also come out with an exclusive offer on its diamond jewellery collection to commemorate the Diamond Jubilee, the 75th year of our Independence. The brand is offering a discount on diamond prices that will be open from 9 August and will continue till 16 August.

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