Independence Day this year was very different from a marketing perspective. The themes and messaging that we saw this year was unlike any other year. While some brands chose the occasion to help our indigenous artisans and karigars who have been affected due to the pandemic, other brands reminded the nation that we as a nation have won in the past, and will win again, collectively.
Independence Day 2020 saw brands and agencies create inspiring and innovative content. Here’s our pick of 4 Independence Day campaigns that stood out and caught everyone’s attention:
Tata Tea Premium
Tata Tea Premium has launched a #DeshKaKulhad collection, in partnership with Rare Planet, that showcases the rich diversity of India on the hand-painted kulhads crafted by Indian artisans. The proceeds of the sale will help in generating livelihood for the Indian craftspeople who are severely impacted during these times.
This 74th Independence Day is like no other – we’re all embracing a virtual way of living, but that doesn’t mean we can’t celebrate our country. Reliance Jio and Schbang orchestrated a stunning A Capella version of the iconic Vande Mataram by the very talented group Aflatunes. The video invokes all the right feels, and gets us together even while apart.
Zee Keralam’s latest campaign celebrates the fearless, empathetic, go-getter youth of today. The video applauds young Indians who aren’t afraid to ask questions or roll up their sleeves to help create a better tomorrow.
To salute the resilient spirit of India, Mountain Dew teamed up with Sukhwinder Singh to create a powerful anthem featuring their iconic brand tagline ‘Darr ke aage jeet hai’.
Which ones were your favourites?