How brands are gearing up to celebrate India’s 78th Independence Day | Advertising | Campaign India

India’s Independence Day on August 15 isn’t just about flags and national pride; it’s also the perfect excuse for brands to unleash their creative magic. As the country gears up to mark its 78th year of freedom from British rule, businesses are seizing the day to whip up campaigns that tug at patriotic heartstrings.

From clever ads that celebrate the nation’s spirit to heartwarming messages of commitment, brands are turning this historic day into a showcase of their innovative flair. Here are some that caught Campaign’s attention.  

Brand: Ajio

What they did:

Ajio’s #FashionBeyondLabels campaign tackles the stereotypes society slaps on people’s style choices. The ad draws a strong link between fashion and freedom, highlighting how society loves to label those who dare to dress outside the box. Ajio’s message? Fashion is about being unapologetically yourself—free from judgment, and true to one’s own style.

Brand: Ambuja Cements and ACC

What they did: Ambuja Cements and ACC, part of the Adani Portfolio, have launched two brand films for the respective brands. Ambuja Cements’ ‘Tum Virat Ho’ honours resilient individuals across the country, from Ladakh to Tamil Nadu, who are tirelessly working to improve education, healthcare, and the environment. ACC’s ‘The Bridge of Unity’ celebrates India’s incredible diversity, showcasing how, despite differences, the nation’s people have always found common ground. This ties in with the company’s efforts to unite people and cultures since its genesis 88 years ago.

Brand: Asian Paints and St+art India Foundation

What they did: Asian Paints and St+art India Foundation mark 10 years of collaboration with the unveiling of ‘Dawn of Valour,’ a tribute to the Indian Defence Forces in Tawang, Arunachal Pradesh. This project, part of the new ‘Asian Paints St+art Frontier’ initiative, honours the bravery of soldiers stationed in the challenging Himalayan terrain. The mural, created by artist Reshidev R K on the Army Helipad Wall, captures the heroic deeds of soldiers like Subedar Joginder Singh and celebrates the rich cultural heritage of Tawang.

In addition to the mural, a community project at the OR Mess for troops features artwork reflecting Maharashtra’s traditions, blending elements of Chattrapati Shivaji Maharaj’s legacy with vibrant cultural motifs. These initiatives highlight the resilience of the Indian Army and their harmonious relationship with the local community, all while using Asian Paints’ durable exterior paint to withstand the region’s harsh conditions.

Brand: Federal Bank

What they did:

Federal Bank’s ‘Joy of Freedom’ campaign offers 77 exclusive offers for credit card holders, in line with the country’s 78^th year of independence. Running from August 1 to 15, 2024, it includes discounts on fashion, electronics, travel, food, and more, thanks to partnerships with brands like Ajio, Flipkart, Croma, and Air India.

The campaign’s big push features a multi-channel approach with TV, radio, print, and digital ads, plus collaborations with 77 influencers on social media. So, whether their customers are shopping, travelling, or dining out, Federal Bank has got them covered with deals across various categories.

Brand: Friends Adult Diapers

What they did:

Friends Adult Diapers is celebrating its Silver Jubilee with the annual ‘Azadi Week’ campaign, marking its 25^th anniversary. With urinary incontinence affecting over five crore Indians, Friends aims to break barriers and encourage more people to embrace and talk about the product.

This year, it tackles the stigma of adult incontinence and addresses the cost concerns by halving prices. Its silver jubilee festivities include a variety of awareness activities like bike rallies and free diabetes-testing camps. Friends’ sales team is getting personal—literally—by wearing the diapers themselves and openly discussing the product with customers and retailers.

Brand: ITC

What they did: ITC Ltd is celebrating the nation with a musical tribute called ‘Desh Ek Raag,’ (Songs of the nation) performed by the gurus and disciples of the ITC Sangeet Research Academy. This composition blends Hindustani classical music with both western and Indian instruments, aiming to modernise classical tunes for younger audiences.

The piece, featuring Raag Desh—part of the national song ‘Vande Mataram’—is a nod to India’s rich cultural heritage. The initiative reflects ITC’s ethos of creating value for the nation while celebrating both tradition and modernity.

Brand: JSW Paints

What they did:

JSW Paints is adding a splash of colour to Independence Day with a new film celebrating the hues of the Indian flag. Created by TBWA\India, the campaign shines a spotlight on how each colour in the tricolour—saffron, white, green, and blue—represents unity, pride, and progress.

The film features school kids playing a colour game, where the highlight is the colour blue, symbolising progress and the driving force behind the nation’s advancement. Launched across digital platforms, the campaign captures the essence of India’s diversity and JSW Paints’ commitment to celebrating it.

Brand: MediBuddy

What they did:

MediBuddy’s new campaign is all about linking personal health with national strength. Titled ‘Empowering a Healthier, Stronger India,’ it urges people to view their well-being as a key part of national progress, celebrating Independence Day by focusing on health.

The campaign flips the script on patriotism, showing that taking care of one’s health is as crucial as contributing to national development. With MediBuddy’s digital platform making healthcare more accessible, Indians are encouraged to become their own health advocates, enhancing both personal and national strength.

Brand: Radico Khaitan

What they did:

Radico Khaitan Limited is honouring India’s valiant soldiers with the fifth season of its ‘Spirit of Victory’ video series. The latest edition of its ‘Battlefield Dossier’, launching around Independence Day and the 25th Kargil Vijay Diwas, delves into the courageous tales of heroes from the 1999 Kargil War, celebrating their extraordinary bravery and sacrifices.

Started in November 2021, it showcases real-life stories of Indian soldiers who went above and beyond. This season highlights the feats of decorated heroes like Group Captain Monish Yadav and Captain Mahabir Singh, bringing to light their remarkable contributions to securing India’s freedom.  

Brand: Smotect

What they did:

Smotect is lighting up this Independence Day with a bold video campaign ‘Tambaku chodo aur azaadi chuno’ (Quit tobacco and chose freedom). The message is clear—ditch tobacco and embrace freedom with the brand’s nicotine-free Azaadi, a natural alternative to harmful chewables.

Blending Ayurvedic wisdom with modern science, Smotect aims to liberate tobacco users from their addiction. The campaign, rolled out on social media platforms like YouTube, Instagram, and Facebook, underscores Azaadi’s role in quitting tobacco safely and effectively.

 

Brand: Tata Tea Premium

What they did: Tata Tea Premium is celebrating Independence Day with its #DeshKaGarv-Pradesh Ki Kala (Pride of the nation, state’s handiwork) campaign, showcasing India’s post-independence triumphs. From Punjab’s Green Revolution to the 1982 Asian Games in Delhi, it highlights pivotal moments in India’s history.

The brand has launched a limited-edition #DeshKaGarv collection, featuring regional art that celebrates these milestones. Collaborating with The Plated Project, Tata Tea Premium’s collection features vibrant art styles like Odisha’s Pattachitra and Madhya Pradesh’s Gond, each illustrating a significant achievement in India’s journey.

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