Independence Day Campaigns 2017 – Social Samosa takes a look at how brands are celebrating this year.
This Independence Day, we are seeing a lot of exciting work from brands across categories, unleashing their creativity to mark this patriotic event.
While the e-commerce companies spoke about their respective sale offers, brands like Bajaj Avengers, Hero Moto Corp, Micromax, United Colors of Benetton and others have used a cause related marketing approach to release emotional communication around this day.
Social Samosa takes a look at brands which stood out with their Independence Day campaigns in terms of their story -telling.
On the occasion of Independence day, Bajaj Avengers released their communication titled #RideyourIndependence which equates freedom of our country with women liberation. The 1:44 minute long film ends with a powerful message from Mahatma Gandhi, ‘The day a woman can walk freely on the roads at night, that day we can say that India has achieved independence’. The film has already clocked more than 7.2 million views on YouTube.
Truebil has recreated the national anthem using the sounds of vehicles to mark their respect to unsung heroes on the road – be it the rickshaw pullers, vendors, fireman or the police officer. The 1.44 minute video is a beautiful mix of harmony and patriotism.
In MTR Food’s Independence Day campaign, the brand sends a beautiful message ‘Why divide, when you can share?’. It promotes their product by showing the story of two roommates and their breakfast dilemma. The film has clocked more than 1 million views in such a short time.
iD Fresh Foods
iD Fresh Foods has released their Independence Day campaign which aims to spread awareness about the plight of the families of our army martyrs, as well as encouraging the public to pledge their support to the well-being of these families. The digital film highlights the not-so-evident sacrifices that are made and the hardships that the martyr’s families undergo. It narrates the story of one such child, spirited and good-hearted, whose education and dreams face a daunting roadblock, due to an acute lack of funds.
The Directorate of Indian Army Veterans (DIAV) and iD have joined hands to take this initiative forward.
On the occasion of Independence Day, Hero Moto Corp has extended their last year’s campaign #HeroSalutes. The film shows that behind every soldier, lies the unconditional love and unwavering support of an even stronger family. The film has clocked more than 6.2 million views on the brand’s YouTube page.
United Colors of Benetton
Using the hashtag #UnitedbyFaith, the brand on the occasion of Independence Day released an emotional communication and it serves as a timely reminder of the fact that humanity is the biggest religion. The brand in collaboration with Terribly Tiny Tales brings forth a true story of an unsung hero Noorul Hasan, a Muslim resident in Lucknow, who gave up a part of his house when it came to restoring an abandoned old Hindu temple.
Micromax India in their Independence Day campaign titled #SaveTheTiranga highlights that every August 15, we proudly hoist our national flag, only to leave it in the dust the next morning. The brand therefore, urges the viewers to download the Tiranga App by Micromax and to wave the flag.
Kotak Mahindra Bank
The campaign features Gaurav Kapur saying thank you to the real heroes with a customised #ThankYouFauji debit card. The proceeds from this debit card sales would be used in supporting the education of soldier’s children.
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