Less bluster, more sublime – Brands’ Independence Day campaigns

As with the Independence Day campaigns over the years, brands have whipped up the patriotic fervor for the India’s 73rd Independence Day as well. This year, instead of a noisy display, brands have adopted a more sublime approach to their campaigns and are focusing on celebrating the country’s diversity.

B Natural Juices & Beverage by ITC

Standard Chatered India #HereForNewTraditions

Swaraj Tractors

VMLY&R India has conceptualized an illustrated and emotional film dedicated to Indian farmers for Swaraj Tractors.

United Colors of Benetton #UnitedByHarmony

#UnitedByHarmony, as a campaign urges the citizens to share their story of harmony, peace and brotherhood on the social handles of Benetton India- one of which in turn will stand a chance to become the next film in the #UnitedBy series 2020

The film created by Majama Labs can be viewed across all Benetton India’s social media handles.


This Independence Day, BookMyShow’s charity initiative, BookASmile, expresses its gratitude to the Indian Army by pledging to contribute towards their welfare as also towards relief for victims of flood-hit regions in India. Emphasising on the ‘Power of One’, BookASmile has released a heart-warming video, capturing similarities between the Indian Army and school-going children, both paying their respects to the Indian flag, in the midst of the former’s rescue efforts across the country on the back of several natural calamities. The video, invoking a strong sense of patriotism, features young kids from Delhi-based NGO Manzil Mystics, singing our National Anthem in unison.


McDonald’s is often looked at as the quintessential ‘western brand’. This often leads people to assume that the house favourite burgers from McDonald’s India are also ‘western’ in their origin. In an attempt to bust this myth and create awareness about the sourcing story and Indian origin of McDonald’s India’s food, this Independence Day, Hardcastle Restaurants, the master franchisee of McDonald’s in West and South India, is telling the fascinating story of the ‘Truly Indian Burger’. Conceptualised and executed by the 22feet Tribal Worldwide, the ‘Truly Indian Burger’ campaign explains how the McDonald’s burgers are an amalgamation of the best agricultural produce from across India.


Likee, the pioneering global short video creation platform from Singapore-based BIGO Technology, has launched ‘No matter where I am, #IAMINDIAN’ to resonate the patriotic sentiments surrounding the India’s Independence Day. The campaign will see Indian users creating high energy videos/ duet videos while waving the Indian Flag. Likee has also introduced new effects and stickers that users can add to their videos. With this campaign Likee expects to hit The Guinness World Record with the most number of people waving flags virtually to express their love for the country. Likee has looped in India’s international sports sensation, Hima Das, to launch the campaign.



Kajaria Ceramics has rolled out its brand campaign for 2019. A 360- degree power packed multimedia campaign led by a mega ad film starring Akshay Kumar.  Created by Crayons Communications, the campaign is the third edition of the hugely successful Kajaria brand idea “Desh Ki Mitti Se Bani Tile Se, Desh Ko Banate Hain”.

SUGAR Cosmetics:

SUGAR Cosmetics, a cult-favourite amongst millennials, has launched their digital campaign, highlighting the true meaning of “freedom”, which is the right to choose without fear of judgement, discrimination or ridicule.


UrbanClap, India’s largest home services platform, today unveiled its Independence Day sale campaign #AsliFreedom. The campaign encourages consumers to celebrate freedom from household chores. The TVCs highlight how UrbanClap’s home services, such as cleaning, massage, and salon at home give consumers  the liberty to plan their day without letting chores cause any disruption.

Dalmia Bharat Group

Dalmia Bharat Group, one of India’s leading conglomerate since 1939 released a cover version of one of India’s patriotic songs Saare Jahan Se Accha this Independence Day. Saare Jahan Se Accha is a song that brought the entire country together and for many years it was known as the anthem of the people of Hindustan. This version of the film commemorates and celebrates this song that was once the anthem of India’s independence struggle.


TVF’s Timeliners and Girliyapa Spotlight havecome up with two interesting videos‘Indians on Independence Day’ and ‘Types of Food Eaters’ which will just set the right mood for the day.


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising