Campaign Face off: Vivo's #HappyIndependenceNight vs Lava's #ProudlyIndian

Sneha Yadav
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Independence Day Campaign Face Off

Brands leave no stone unturned when it comes to celebrating special occasions, especially Independence Day. This year, Social Samosa takes a look at Vivo's #IndependenceNight or Lava's #ProudlyIndian's campaign performance, with both the smartphone brands betting on different thoughts.

We celebrated our 72nd Independence Day this year as proud Indians and yet again it was that time of the year when brands soak themselves into the colors of patriotism. Each advertiser stood creative in its own way to communicate various India-centric issues be it plastic pollution or women’s safety or the need for being united as the citizen of one country. Amongst all, two smartphone brands Vivo and Lava came up with campaigns which according to them should be the talk of the hour.

Vivo Happy Independence Night:

It is our right to choose either ‘good’ or ‘bad’, but it is our duty to always choose ‘good’, says the Chinese smartphone maker in its campaign titled Happy Independence Night. After 72 years of independence, does each one of us feel equally independent and safe? What does a woman feel, when she is stuck in an isolated spot during the night? Be it morning or night, regardless of who we are, it is our duty to provide everyone with a safe and secure environment.


Lava #ProudlyIndian

Lava, this Independence Day celebrated the spirit of Indianness as it takes pride in believing that India is more than just a country. Through a heartfelt story, the smartphone brand released a video that follows a cute little girl’s efforts to learn the patriotic song 'Sare Jahan se Achha’ and it ends with another sweet surprise -- her endearing performance with MS Dhoni singing along leaves us all feeling #ProudlyIndian.

Social Media Buzz

Vivo asked people to wish for a #HappyIndependenceNight and what can we do to achieve a freedom that doesn't depend on the time of the day? It urged users to share their thoughts in the comments section on Facebook.  It was well received by the users on the platform raking in 3.4 million views with 3k shares. 

While no contest was initiated by the company, the hashtag #HappyIndependenceDay had digital influencers and about 2ooo twitterati sharing their thoughts on the video and the brilliant campaign idea. 

Vivo's #HappyIndepenceNight video also garnered 3,644,872 views on Youtube.

However, the film's execution looked similar to Vogues’ short film with Alia Bhatt directed by Vishal Bhardwaj back in 2014. The film titled ‘Going Home’ was created as a part of its initiative #VogueEmpower on women empowerment. The video showed Alia reaching home safely at night even after her car breaks down. Rest is history. Watch to find out how?


Lava's #ProudlyIndian, on the other hand, garnered 8,504,913 views on Youtube and invited users on Facebook and Twitter to participate in the #ProudlyIndian chain by sharing their favorite patriotic songs and proud moments. 

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The contest also witnessed participation of singing sensation Daler Mehndi and ad veteran Piyush Pandey sharing their patriotic thoughts.


Lava also had celebrity associations with Cricket legend Virender Sehwag, 'Kaala Chashma', Neha Kakkar, actress Tamannah Bhatia and Mouni Roy to take forward the thought and boost the spirit of being a proud Indian.  Twitter also saw approx 2000 people sharing their patriotic moments and dedicating songs to brave soldiers.

Meanwhile Lava's Instagram handle also had a few #ProudlyIndian moments shared

Mr. Hari Om Rai, our Chairman & Managing Director, shares his love for the country through his favourite patriotic song. This song is a true reflection of our sentiments for #India at Lava. Thanks for the overwhelming response to #ProudlyIndian campaign. Happy #IndependenceDay2018.

A post shared by Lava Mobiles (@lava_mobiles) on

While Vivo straightforwardly went out with the thought concerning women safety in the country, Lava also added a celebrity factor to amp up the consumer engagement to the #ProudlyIndian chain.

Experts review:

Oshan Guliani_Partner & Director - Content, SoCheeersOshan Guliani - Partner & Director, Content at SoCheers

While Vivo has picked up a sensitive issue of women safety in the country and wrapped it in a nice packaging, Lava's message of patriotism is falling flat. Vivo's message couldn't have come up at a better time as atrocities against women in India are at an all-time high. I hope the audience feels the plight of women who do not feel safe in the country to date. The campaign's hashtag is also striking all the right notes.

Lava has an excellent brand ambassador, but it fails to garner any emotion from the audience. The brand tried to warm a million hearts but failed to deliver any key message, unlike Vivo. Overall, the video could have climaxed better, and not dwelled in the 'one-day patriotism' space.''


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