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, 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.
— SANJAY BAFNA (@sanjaybafna) August 15, 2018
— Love (@LincOlnVehiclEs) August 15, 2018
So many of the women we know go through this ordeal because they don’t feel safe asking for help. But we can make a difference. #HappyIndependenceNight
— Ved Prakash (@AAPVed) August 15, 2018
— Ankur Sunsar (@AnkurSunsar) August 16, 2018
The Road safety for all is our responsibility and we should take a pledge today regarding the same on the #HappyIndependenceNight !!
— Monika sharma (@Monikasharmaain) August 15, 2018
Nice. Thanks Vivo for raising awareness about Women's Safety. In such cases, just a phone call can be so important. #HappyIndependenceNight
— Rajasree Das (@RajasreeDas94) August 15, 2018
— Pallavi Singh Ruhail (@PallaviRuhail) August 15, 2018
— Surendhar MK (@SurendharMK) August 15, 2018
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.
The contest also witnessed participation of singing sensation Daler Mehndi and ad veteran Piyush Pandey sharing their patriotic thoughts.
Let’s celebrate the melodies that unite us all in the spirit of freedom. Sing your favorite patriotic song and spread your love for the country. Post it on your profile with #ProudlyIndian pic.twitter.com/yVnBufNad1
— Lava Mobiles (@LavaMobile) August 6, 2018
Express your love for the country! Keep sending in your #ProudlyIndian entries & stand a chance to win Amazon vouchers worth ₹ 1,000 daily. Hurry! Contest open till 15th Aug’18. #ContestAlert #Giveaways
— Lava Mobiles (@LavaMobile) August 13, 2018
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.
Such patriotic feels!! ♥️ Hey guys! Come & Participate with me in the #ProudlyIndian chain. Let’s take this forward and cherish our love for #India. What a lovely initiative by @LavaMobile .#Respect #JaiHind 🙏🏼 pic.twitter.com/dXpXCDiYf1
— Neha Kakkar (@iAmNehaKakkar) August 13, 2018
Feel hai boss. Zordaar initiative by @LavaMobile, giving all of us a chance to reconnect with our favourite patriotic songs. Aap bhi record karo, aur share karo #ProudlyIndian ke saath. pic.twitter.com/tqW2H4EFSt
— Virender Sehwag (@virendersehwag) August 14, 2018
Feels great to see everyone sharing their love for the country. What a beautiful concept by this Indian company @LavaMobile to celebrate this Independence Day! I felt I too should join this #ProudlyIndian chain. Check out my entry. pic.twitter.com/TYzSmfFawM
— Tamannaah Bhatia (@tamannaahspeaks) August 13, 2018
Wow! So good to see all the people sharing their love for India through their favorite patriotic songs. Post your video with #ProudlyIndian to join in. What an initiative!! @LavaMobile pic.twitter.com/SiwXwFr8xj
— Mouni Roy (@Roymouni) August 15, 2018
Why are all Indians posting videos of their favorite patriotic songs? #ProudlyIndian
— WittyFeed (@WittyFeed) August 12, 2018
Want to win a @LavaMobile smartphone?
Just upload a video of you singing a patriotic song with the #ProudlyIndian and you could be one of the 10 lucky winners!#ContestAlert #ContestIndia #IndependenceDay pic.twitter.com/rnPKSNL7WC
— The Screen Patti (@TheScreenPatti) August 13, 2018
— Celina (@Celina_Tweets) August 14, 2018
— Rabindra Behera (@Rabi_1957) August 12, 2018
— Kumar Gaurav (@Kumargaurav777) August 8, 2018
— Anupam pal (@Anupam_pal) August 11, 2018
— Apeksha Bajaj (@create444) August 13, 2018
#ProudlyIndian my entry team
— Madhvi sinhal (@3Madhvi) August 9, 2018
Meanwhile Lava’s Instagram handle also had a few #ProudlyIndian moments shared