On the 75th Independence Day, brands are leaving no stone unturned to touch the patriotic chord of consumers and make a connection with them. While every milestone related to the country’s progress is remarkable, this time it’s extra special as the whole nation seems to be in sync with the Centre’s proposal to celebrate it as Azadi Ka Amrit Mahotsav. Understanding the public sentiment, brands are gearing up to reach their audience with campaigns which have patriotism and social upliftment as their themes.
From celebrating financial independence to raising social issues and uniting to help people in need, the Independence Day communications of brands are full of social messages that also celebrate our nation’s diversity.
BuzzInContent.com brings a list of a few striking campaigns for its readers:
1 CashKaro: #Bachat Ki Azaadi
CashKaro, the cashback and coupons site, has launched the ‘Bachat Ki Azaadi’ campaign that talks about the inherent behaviour of bargaining at local shops, from sabzi waalas to kaam waalis.
But there’s another side to the coin, the 10 to 20 rupees that people try to save, however, mean much more to their beloved local vendors than to them. CashKaro hopes to connect with and educate Indians about the other side through this campaign.
2 JSW Paints: #ThinkBeautiful
JSW Paints has come up with a film ‘Think Beautiful’ which takes the audience out of the four walls of a home into neighbourhoods. It takes a leap and makes a larger point, the brand seems to say real beauty is in our thoughts. And the beauty shows in the way a person, a home, a community and a nation behave.
Playing off a relatable event, the film finds an ingenious twist. One that suits the occasion of India’s 75th Independence Day and puts a smile the audience’s face.
3 Muthoot Finance: #HarGharTiranga
Muthoot Finance will hoist the national flag across all its 5500+ branches in the country in line with the “Har Ghar Tiranga” campaign from August 13 to 15.
As a part of ‘Azadi ka Amrit Mahotsav’, the financial services brand is distributing the flag to over 40,000 of its team members and stakeholders nationwide and 3,500 students and staff. As part of creating awareness and initiatives, Muthoot Finance has also motivated all their staff members to change their social media display pictures to the National Flag with the caption “Our Nation. Our Pride”.
The 75th #IndependenceDay being celebrated in all its glory at The Muthoot Group’s Corporate Office. Taking forward our Hon’ble Prime Minister Shri Narendra Modi Ji’s vision of “Azadi Ka Amrit Mahotsav”, Indian Tricolour were distributed to 250+ Corporate Office staff members. pic.twitter.com/Ha8s9zhRV4
Looking back to the unprecedented time when Covid-19 outbreak brought the world to a standstill, the Indian armed forces, police, CRPF, BSF and coast guards stayed on duty, irrespective of the deadly pandemic – ferrying people across states, patrolling the borders or protecting the nation. Paying homage to their valiance, Hamdard Laboratories launched its national campaign ‘Sehat Hai Toh Watan Hai’ on January 26th.
As the eight-month-long campaign approaches its culmination on India’s 75th Independence, Hamdard will celebrate the health of India with multiple activities across its wellness centres from August 10th-14th, 2022.
5 NIC Honestly Natural Ice Cream: #Hope #Pride #Honesty
NIC Honestly Natural Ice Cream launched an ad film on YouTube on the occasion of India’s 75th Independence Day.
With 4.1 million views just days after its release, the film captured viewers' hearts. The ad film is about honesty and authenticity, which reflects authentic natural ice creams. It starts with a question from a young son to his father while in other celebrations one receives gifts, shouldn’t one also receive gifts on Independence Day?
The father responds by saying that on Independence Day, we are given the gift of "Hope," and the conversation about hope continues until the son expresses his desire for another ice cream as it comes to a close. The ad aims to reconnect deeper emotions in younger generations surrounding Independence Day by concluding with the hashtags #hope, #pride, and #honesty.
6 Lenskart: #HarStoreTiranga
Lenskart has also launched the #HarStoreTiranga campaign. This is a 360-degree campaign that calls out the importance of eye care and how vision correction can contribute to nation-building. As part of the campaign, the customers can visit the Lenskart store and get their eyes tested free of cost by an expert optometrist.
7 Candere: #AbNahiTohKab
Candere by Kalyan Jewellers has announced the launch of its Freedom sale campaign with the hashtag #AbNahiTohKab this year by providing incredible offers on products.
The brand is kicking things off with a limited-time offer of up to 100% discount on diamond-making charges. To sweeten this amazing offer, the brand will offer an additional 5% instant bank discount with no maximum limit. The 7-day #AbNahiTohKab campaign from August 12 until August 18 will ensure that every customer is provided with the freedom to shop to their heart's desire.
Skincare brand Kaya has unveiled its #Skindependence75 digital campaign to celebrate Independence Day. With the mantra “Beautiful is You”- Kaya aims to dispel popular beauty myths through its select 75 in-house dermatologists for the 75th Independence Day.
The campaign aims to give its customers freedom from the restrictions of traditional myths by sharing 75 beauty secrets with its customers.
9 Rage Coffee: #IndiaDrinksRageCoffee
FMCG company Rage Coffee has announced the launch of its new digital campaign ‘India Drinks Rage Coffee’. The campaign captures the raw spirit of the "Rager" community through Instagram reels and videos exhibiting their zeal and passion for Rage Coffee products.
The videos would be shown on Rage Coffee’s official Instagram page, starting from August 13 to August 16. Rage Coffee’s offline retail outlets across multiple states of India will also be highlighted as a part of the campaign.
To support ‘Azadi Ka Amrit Mahotsav’, Snapchat is running a special #Celebrate75 campaign on Spotlight that will offer creators an opportunity to celebrate their love for the nation and express what makes India so special to them.
As part of Independence Day special campaign, Snapchat has brought alive Augmented Reality (AR) experiences where Snapchatters can add tricolour fireworks to their snaps.
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