Brands celebrate Independence Day in their own unique ways

Celebrating India’s 76 years of freedom and independence, brands have left no stone unturned to reignite the spirit of patriotism in their own unique ways to commemorate the 77th Independence Day of the country.

While some don the nostalgic hat of reminding the masses of the soldiers who fought valiantly to make Mother India free from colonial rule, some bring to light the less-heard stories of the freedom struggle, but what unites the Indian brand-land is the unwavering spirit of patriotism, nationalism and a sense of self-sufficiency, perseverance and shared history.

Here are some of the campaigns that caught BuzzInContent.com’s attention on this I-day celebrations:

Britannia’s GenAi portrayal of five nonagenarians and the recreation of the freedom struggle

Conceptualised by Talented.Agency, Britannia’s ‘1947% more history’ is an ode to an entire generation of freedom fighters and to the very few living freedom fighters we have amongst us today through the story delivery taking place in AR on the packs of Britannia Breads, Good Day, Marie Gold, Milk Bikis and Winkin’ Cow beverages.

In today’s times, where deep discounts of 45%, 65% and sales have taken centre stage on key

days, the brand chose to unpack ‘1947% more history’ innovatively through technology and

bring alive the stories of Leela Tai, Late Asha Sahay, Late R Madhavan, and Lakshmi Krishnan Agvl. and Gour Hari Das using its packs as the medium.

The campaign film uses Generative AI technology to portray visuals of the freedom movement and recreate the younger profiles of the five protagonist freedom fighters whose stories have been told by themselves.

The film:

Manyavar’s tribute to the 100-year-long struggle for India’s independence

Building on the threads of unity, sacrifice, and the spirit of the nation, Manyawar’s 'Taiyaar Hokar Aaiye' campaign pays homage to the pivotal landmarks of India's hard-fought freedom struggle and showcases a father and son duo playfully highlights the indomitable spirit of the Indians and highlights the importance of cherishing the legacy of sacrifice that has led to the nation's independence.

The brand’s I-day film begins with a seemingly whimsical idea of the son guiding his father through an intricately designed trail, which unfolds in a playful setup of landmarks of India's freedom movement, which leads up to a heartfelt moment between the two wherein the child, through a gentle nudge, reminds his father of the significance of honouring India’s history of Independence by simply donning traditional attire as a gesture of respect.

As per Vedant Modi, Chief Marketing Officer, Vedant Fashions, the brand takes immense pride in being Indian, and that sentiment is at the heart of the messaging that it aims to propagate through the film.

“At its core, this video encapsulates the spirit of our 'Taiyaar Hokar Aaiye' initiative, emphasizing our dedication to celebrating personal identity and cultivating a deep sense of pride through the joy of wearing Indian clothing. This film goes beyond a regular video, it's more than a father-son tale; it echoes our commitment to celebrate our nation's diverse tapestry and create a uniquely Indian identity,” he stated.

The video-

Ambuja Cements and ACC showcase the journey of resilience and nation-building

In an attempt to collaborate and commemorate India’s 77th Independence Day, two of Adani Group Companies- Ambuja Cement and ACC have built on the theme of ‘Growing Nation’.

While ACC Cement’s ‘Jahan Bharat Basta Hai’ reaffirms the brand’s commitment to India's growth and prosperity, symbolised by the metaphorical shade of a Banyan tree, Ambuja Cement’s ‘Desh Ban Raha Hai’ celebrates the unyielding spirit and boundless potential of India's youth who embody the essence of the nation’s core values- integrity, unity, and advancement.

The two campaigns aimed at weaving faith in freedom and individuality through a joint narrative that encompasses the intertwined paths of school children, vibrant crossroads of carnivals, and the joy of newlyweds, all under one shared heritage.

ACC Cement I-day campaign-

Ambuja Cement I-day anthem-

Shaadi.com collaborates with Udayan Care to celebrate #RevolutioNaaris

Having completed 76 years of Independence as a nation, Shaadi.com in its latest collaborative campaign with Udayan Care, highlights the less talked about issues of the contemporary world wherein despite long years of remaining free and independent, only a limited percentage of women population make it to the workplace.

The campaign video set out of a classroom showcases young girls discussing amongst themselves what careers they want to make for themselves. Responding to the same, a young girl explains how she has not yet thought about it, to which another girl then responds by urging her to make the choice while there’s time or end up making ‘rotis’.

The teacher who witnessed these conversations, walked by the classroom and then takes this ‘roti’ conversation to explain to the young girls an issue quite big but in simple terms where she astounds the children by presenting the statistics that despite 76 years of Independence, 76% of women stay in dependence.

Brand film-

Josh and Artium Academy come together to create an I-day UGC Anthem

The Independence Day anthem titled ‘Bharat Ka Sur’ is one of the country's biggest User Generated Content anthem that brings together citizens, creators, artists, and musicians to echo the nation's journey through shared musical expression.

The campaign featured a 15-day hashtag challenge on Josh, garnering an impressive response, with over 18,000+ video creations contributed by passionate Josh Creators and users. From this vast collection, selected videos were integrated into the anthem, representing the diverse talent and unity of Indian citizens. As a result, the anthem stands as a powerful symbol of our nation's spirit and musical heritage, resonating with all who hear it.

Representing the spirit of Bharat, the 4 minutes 30 seconds song was sung by Artium's in-house talent pool of teachers in 12 languages, including Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Dogri, Tamil, Telugu, Bhojpuri, Rajasthani, and Punjabi.

Anthem video:

The campaign is supported by Delhi Police and Miraj Cinemas as the Exclusive Multiplex Partner and Freedom Partners like MTV, RedFM, Inclusive Divyangjan Entrepreneur Association, Suramya Life Foundation, Dailyhunt and One India to name a few.

JSW Paints celebrates the diverse colours of India in latest I-day campaign

Conceptualised by TBWAIndia, the digital ad campaign promotes national unity and challenges perceptions as a step towards a progressive and harmonious nation. The film captures the perceptions attached to colours through the candid and diverse reactions given out by the on-lookers and passers by to the painters who are painting a wall with different colours.

As the ad progresses, a heart-warming moment unfolds when the two painters come face to face and exchange smiles. In this pivotal yet catalytic moment is a reflection of the potential for diverse colours to unite, making the climax both poignant and impactful- As the painters complete their work, the wall painting reveals that colours are free and have no limitations.

The film-

Kalyan Jewellers heartfelt tribute to India’s ‘Stories of Courage’

On the occasion of Independence Day, Kalyan Jewellers has come up with a digital ad campaign as a tribute to the nation's armed forces for their unwavering service, sacrifice, and commitment. The campaign revolves around the central message- that a woman can embody both grace and strength in equal measure.

Presented in a captivating tale of fortitude, elegance, and perseverance that contributed to the shaping up of India, the film's poignant narrative takes audiences on an emotive odyssey, not only highlighting the unyielding resolve of our soldiers and their families but also challenging age-old societal norms. 

The campaign film first features Regina Cassandra in a bridal elegance in its entry sequence leading up to her donning a uniform and dutifully answering the call of service, a surprising plot twist deftly reverses traditional gender roles.

The film-