The nation's 75th year of Independence marked the milestone of an evolution of the relationship between Indians and the tricolor, from a formal affinity to an affectionate attachment; the enabler of this change, the 'Har Ghar Tiranga' initiative, was also bolstered by numerous brands, here's how the initiative was amplified.
This snippet takes you through the efforts of various brands in contributing to the Har Ghar Tiranga initiative on the 75th Independence Day to celebrate Azadi Ka Amrit Mahotsav.
Har Ghar Tiranga
The Tri-colour flag is a symbol of pride for every Indian. It represents national integrity and signifies the hopes and aspirations of the Indian people. Our Tricolour flag represents national integrity and the endeavors and aspirations of every Indian, holding amplified significance in relation to the country's freedom and independence.
As the connection of Indian citizens with the national flag has always been on the formal and institutional side, the 'Har Ghar Tiranga' initiative was launched to transform this relationship into an intimate bond. Citizens were encouraged to hoist the Indian National Flag at their homes between 13th-15th August, raise awareness about its significance and share the collective pride of presenting the emotions and endearment for our motherland.
Citizens were also encouraged to upload a photo with the national flag on the main website and social networks. Personalities such as Amitabh Bachchan, Rajnikanth, Sachin Tendulkar, Sonu Sood, and Manushi Chillar participated in this movement. The initiative was promoted with a digital campaign featuring prominent personalities from various fields.
This initiative was supported by several brands who participated in the designed manner and took it further ahead by adding their own spin to the campaign and contributions to the foundation of the intimate bond Indian citizens share with the Tricolor. Let's scroll through them.
Har Ghar Tiranga was not restricted to the geographical boundaries of this nation it also entered the metaverse and the digital maps. Kiya.ai launched a virtual experience in Bharatmeta, enabling visitors to observe the Tricolour hoisted on a virtual monument and explore the zone while listening to patriotic songs.
Rajesh Mirjankar, MD & CEO, Kiya.ai, said, "Over the last 75 years, India has become a bedrock for innovation in the technology sector. It is our privilege to celebrate this glorious journey by honoring our national flag in the metaverse. Bharatmeta will promote India’s values of rich culture, diversity, inclusion, and innovation to the younger generation that uses the metaverse in addition to providing secure access for financial services and commerce".
Mappls, the company behind Mappls.com & Mappls App rolled out a digital map & metaverse interactive experience to see & hoist India’s National Flag in 2D/3D on Swadeshi maps of every building. This activity enabled viewers to go experience a virtual rendition of the physical locations and also allowed them to enter their home location details if their flag did not show up on the map.
Har Ghar Tiranga Campaigns
Several brands also themed their campaigns around the concept of 'Har Ghar Tiranga', weaving their narratives around this modern theme of the historic occasion.
Along with several initiatives, ITC also contributed to the ‘Har Ghar Tiranga’ campaign through a corporate film that underlines the contributions of India’s freedom fighters. The ad film conceptualized by Ogilvy features children who have portrayed famous freedom fighters such as Bhagat Singh, Rani Lakshmi Bai, Lala Lajpat Rai, Ashfaqulla Khan, Chandra Shekhar Azad, and Subhas Chandra Bose, exhibiting the joy and pride of hoisting the national flag.
Asian Paints summarized the 'Har Ghar Tiranga' initiative in a few poetic verses that express the sentiment attached to our national flag and every emotion it represents.
OOH Installations & Activities
Brands from various industries partook in the initiative by erecting OOH installations on their offline outlets and headquarters. Muthoot Finance and Spice Money hoisted the national flag across their over five thousand branches and ten lakh outlets, respectively.
Alexander George Muthoot, Joint Managing Director, The Muthoot Group, mentioned that participating in the campaign instilled a feeling of patriotism in all the staff members and staff members and "also helped to develop a personal connection with the National Flag".
Sanjeev Kumar, Co-Founder & CEO of Spice Money, says that the movement is dedicated to "mutually share the spirit of unity and patriotism."
Inorbit Mall at Malad, Mumbai, handed out more than fifty thousand tricolor badges to the visitors on the independence weekend and held a special event with a flash mob performance by Able Disabled All People Together (ADPAT).
Bajaj Group contributed over five lakh Indian national flags to Pune Municipal Corporation at a program dedicated to celebrating the Azadi Ka Amrit Mahotsav. Bank of India marked the Partition Horrors Remembrance Day on 14th August by holding exhibitions at sixty locations across the nation, participating in the flag hoisting initiative.
Ajay Sathe, Head of Bajaj Finserv CSR and Customer Experience, acknowledged Bajaj Group's contribution to being a part of India’s freedom struggle and on its evolutionary journey of becoming an Atmanirbhar Bharat and said, "This is the 75th year of India’s Independence, and as proud Indians, we are all excited to be a part of this momentous occasion".
Bharat Petroleum hoisted the tricolor across its nationwide network of three refineries, 123 installations & depots, 54 LPG bottling plants, lube blending plants, and 56 aviation service stations. S. Abbas Akhtar, Chief General Manager (PR & Brand), BPCL stated, "This movement brings a personal connection to the Tiranga and is also an embodiment of our commitment to nation-building".
This is how several brands from various sectors amplified the 'Har Ghar Tiranga' campaign, if we missed out on your favorite initiative, write to us at content@socialsamosa.com or let us know in the comments below, and also share how you celebrated the 75th Independence Day.
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