Advertising

Video Exclusive: Campaigns around Independence Day take over the ad world

In the lead-up to India’s 72nd Independence Day, a plethora of ads were released by brands of all hues to mark the occasion. Riding high on the ‘Make in India’ wave, the campaigns reverberated with the march of a resurgent India and celebrated the country’s diversity.

Godrej keeps the Swadeshi flag flying

Godrej takes a look back at its history that highlights in many ways how the business history of the Group mirrors the journey of the country from Swadeshi movement to independence, and beyond. It is also the foremost example of ‘Make in India’.

For Ardeshir Godrej (group’s founder), independence could not be truly achieved by merely boycotting British goods. He envisioned a self-reliant India. In 1897, he, therefore, decided to manufacture locks. In 1920, Godrej introduced the world’s first toilet soap from vegetable oil and showed the world a humane way to meet human needs. Godrej manufactured 1.7 million secure ballot boxes for independent India’s first elections in 1951, taking part in India’s journey towards becoming the world’s largest democracy.

 

Sightsavers’ noble endeavour for Independence Day

Sightsavers India, a leading global development organization, released the digital campaign #EyeAmFree; the aim of the campaign was to celebrate the concept of a truly free nation by celebrating freedom with inclusive attitudes and beliefs towards the economically marginalized and disabled individuals in society.

With this campaign, Sightsavers urged the people of India to celebrate the festival by pledging ‘Eye Am Free’—to honour freedom to learn, see, earn and to be, for millions of economically underprivileged citizens.

Sightsavers has positively impacted the lives of millions of people in India, whether it is by restoring their sight (from blindness or near-blindness) or by helping rebuild the lives of those who will never regain their sight. In over last 50 years, Sightsavers has impacted the lives of 55 million people with potential eye problems and carried out 36.4 million eye treatments.

 

Anushka-Varun celebrated Independence Day, Sui Dhaaga Style

On Independence Day, actors Anushka Sharma and Varun Dhawan celebrated with a special gesture. Like the name of their upcoming film ‘Sui Dhaaga – Made in India’, artisans from the corners of our country have got together to create a handmade Tricolor that celebrates Indian craftsmanship that’s famous the world over. Varun and Anushka shot with the handmade flag as they waved the national flag with immense pride.

 

Benetton seeks to unite India by hope

Reaffirming its commitment to challenge social norms and fearlessly address issues focused on secularism and non-discrimination, United Colors of Benetton marked India’s 72nd Independence Day with a digital film titled #UnitedByHope and celebrated India’s unity in its diversity. The heartwarming emotional video showcases the different perspectives of two generations as they explore the concepts of diversity and national unity.

The digital film is a result of a social experiment conducted by the brand representing two groups; ‘Older India’ and ‘Younger India’ with the intention to understand what identity means to them. Capturing the comprehensive representation of Indian diversity and faith, it is heartening to witness how the younger group has its own imagination that is untouched by the filters of religion or caste. They create their own vision of a united India with no diktats or forced lines.

 

Bajaj Avenger sounds war bugle against plastic

Amidst all the advertising clutter, Bajaj Avenger’s Independence Day digital film touched on a highly relevant issue that concerns all of us - our indiscriminate use of plastic.

The agency behind the campaign, Mullen Lintas Mumbai, consciously steered away from clichéd content seen around 15th August. Last year the brand had shown us a glimpse of a utopian India - where women of the nation are truly free and liberated.

This year it draws our attention to the unpleasant reality currently plaguing our nation.

 

Parle Products dials up on sentiment

Parle Products, India’s leading manufacturer of biscuits and confectionery has launched the next leg of #YouAreMyParleG campaign with a digital film depicting the life of Indian soldier. The film is a tribute to the Indian armed forces on the occasion of Independence Day from Parle G. The film features an emotional story of a soldier and his family and is inspired by consumer response for You are my Parle G TVCs.

 

Netmeds Takes the Unbeaten Path to Stir Awareness for Independence Day

Revisiting the concept of Netmeds being a game-changer, it took a deviation from its systematic branded content, producing unique music and cinematic portrayal of the story of a young girl faced with everyday abuses of the society.  This new effort, which many are calling “powerful” and “emotive” continues on a course set by the company and its founders who have been helping “children grow” through their initiatives at both the LalchandMilapchandDadha Senior Secondary School in Chennai and the Love Care Centre Orphanage in Kancheepuram. The music video throws focus on the social ills and widely spread child abuse in India.

 

Paytm promises #AadatSeAazadi during Independence week

Do you feel safe when you’re carrying a lot of cash with you? How do you feel when no one is ready to accept the ‘two-thousand-rupee note’ that’s in your pocket, especially when you have to make an urgent purchase or pay just a few hundred rupees to someone?

Aimed at changing this ‘cash dependent’ habit, Paytm introduced #AadatSeAazadi campaign that aims to spread awareness about the convenience of digital payments & how it can help reduce the dependence on cash. The campaign went live across all social media platforms and the video garnered more than 5mn views, and exponential engagement on all social platforms.

YES BANK reiterates being the preferred Bank of choice for its customers

The campaign included TVC, Print, Out of Home, Digital, and Social media advertising. Conceptualized by Triton Communications, the integrated campaign kicked off with a lighthearted TVC. The campaign was promoted across important Business and General news Television channels through two TVCs on Savings Account and Current Account offerings. YES BANK’s Green: Future Deposit product would also be seen on Television through shorter creatives. The campaign would be further supplemented by impactful Print, Out of Home, Digital, and Social media advertising.

The campaign had been strategically launched at a time when YES BANK is at an inflection point of its growth journey and Retail Banking plays an instrumental role in propelling this further. With a full retail product suite, YES BANK is poised to grow at an accelerated rate. This campaign complements the previous brand efforts to make YES BANK the preferred Bank of choice for its customers.

 

QYUKI Creator, Ramneek Singh highlights the grim realities of the people in Jammu and Kashmir, this Independence Day

Qyuki creators, Ramneek Singh and Hasan Baldiwala share a heartfelt poetry ’Pichhle August’, which talks about the loss and suffering of citizens who reside in Jammu and Kashmir. The poetry was released today on the Unerase Poetry channel.

The poetry highlights the violence faced by the J&K residents, and mourns the deaths of innocent lives. It underlines the brutal experiences which have scarred them and the on going bloodbath faced in the 71 years since India’s independence.

Pichhle August by Ramneek Singh featuring Hasan Baldiwala is a culmination of music and poetry. While Ramneek narrates three stories of the victims of violence, Hasan sings Sahir Ludhianvi's popular line, "Jinhe Naaz Hai Hind Par Woh Kaha Hai?" and thus questions the so-called 'nationalists' and 'patriots'.

 

Tanishq rings in Onam celebrations with a relevant message

With Kerala reeling under the most devastating floods in a century, Onam celebrations will be muted. Nevertheless, Tanishq is bringing in some cheer in the state with its Sampoorna collection specially crafted for Onam.

The campaign, conceptualised by Lowe Lintas, leans on the fact that men sit around and never contribute to preparations for Onam, while women do all the work – for which the film takes light-hearted digs at the men of the house. In tune with the song composed by a popular regional band of Kerala - Thaikkudam Bridge, every verse of the song ends with a question asking the husbands, ‘What are you doing for Onam? Don’t you have something to do?’ The song reaches a conducive resolution when the men are prompted to gift their wives a piece of jewellery from Tanishq’s Sampoorna collection.

 

Greenply Foundation commemorates Indian Independence: Bestows #AsliAzadi to the farming community

With the larger goal of ensuring sustainable use of environmental resources and also to provide additional income to farmers, Greenply through its social wing Greenply Foundation has laid immense emphasis to promote large-scale replenishable plantations. Towards this, the organisation has recently rolled out a unique film campaign titled ‘#AsliAzadi’ which champions the message of sustainable agronomics for the farming community and promotes partnership between the interior infrastructure major and the agricultural stakeholders. The objective behind the campaign is to highlight the contribution by the farmers towards building the nation since Independence and that Greenply acknowledges their hard work and tribulations faced during the partition and even now. Through this Film, Greenply aims to pay a tribute to these farmers and commits itself to provide them support socio-economically.

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