MAM

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.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/08/15/independence-day.jpg?itok=QYqLQWon

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.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/ax.jpg?itok=fsnc3spN
Axis Bank launches its festive campaign asking ‘Diwali Hain Kya’

Axis Bank has rolled out a multi-film campaign to promote ‘Dil Se Open Celebrations,’ offering exciting deals and discounts on more than 1,00,000 products on purchase through its credit and debit cards.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_185110_800_x_800_pixel.jpg?itok=JQhIASYO
Wondrlab secures $7 million in pre-series funding

Mumbai: Homegrown martech startup Wondrlab has raised $ seven million in a round of pre-series funding. The round was led by Pi Ventures LLP, Tanas Capital, Prodapt Holdings and several independent investors including Priyamvada Balaji of Lucas Indian Service and Gopal Srinivasan of TVS Capital....

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_160803_800_x_800_pixel.jpg?itok=-8rfdH1u
Glamyo Health onboards Rajat Kapoor as brand ambassador

Mumbai: Glamyo Health, an Asset Light healthcare startup operating in the field of elective surgeries, has announced Bollywood actor and filmmaker Rajat Kapoor as its brand ambassador. According to a statement, Kapoor will feature across online campaigns of the brand that are aimed at generating...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_153012_800_x_800_pixel.jpg?itok=8bbNPf4W
Zomato founder calls out 'intolerance' on social media after language row

MUMBAI: Founder of online food delivery platform Zomato, Deepinder Goyal has called out the rise of ‘intolerance’ among the social media users, after the platform found itself in the eye of another Twitter storm early this week. “An ignorant mistake by someone in a support centre of a food delivery...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_150500_800_x_800_pixel.jpg?itok=FQwemwvL
The Mavericks wins communications mandate for Stellaris Venture Partners

Mumbai: Marketing communications advisory The Mavericks India has been awarded the integrated communications mandate for early-stage fund Stellaris Venture Partners. “We are thrilled to partner Stellaris Venture Partners in co-creating its communications approach and amplifying its business impact...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_114750_800_x_800_pixel.jpg?itok=JarMFlg0
Phanimohan Kalagara named new CTO at Pine Labs

Mumbai: Merchant commerce platform Pine Labs on Wednesday announced the appointment of Phanimohan Kalagara as its new CTO. Kalagara is an MS in computer science from Utah State University and has over two decades of experience working with companies in the United States and India. He has extensive...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_113202_800_x_800_pixel.jpg?itok=b2MOiPN5
Sidharth Rao to take direct charge of dentsu Webchutney from Jan 2022

Mumbai: Dentsu Webchutney on Wednesday announced that CEO Gautam Reghunath and COO PG Aditiya will be leaving their positions early next year to set up their own venture. With this change, the agency will now be back under the direct charge of dentsuMB Group CEO Sidharth Rao. Rao, founder of dentsu...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/spo.jpg?itok=wIzmes0X
Stand out and be heard this festive season, with Spotify

The upcoming festive season is one of the busiest times for any marketer and planner in India. It will be a festive season that will be drastically different from previous years and any marketing campaign will have to stand out to work. This will be even more difficult for marketers who want to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/zxx.jpg?itok=kPlkt88T
Laqshya Media Group executes OOH campaign for Tanishq’s latest collection

As the country slowly gears up to fully ‘unlock’ post the second wave of the pandemic, outdoor advertising has also begun to see an uptick. Marketing communications group Laqshya Media Group is among the latest to execute a mega OOH campaign for Tanishq’s festive collection ‘Utsaah’ - The Festival...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required