It’s very easy to turn to the familiar language of patriotism: flags, jingles, tricolor everything.
This Independence Day, a few brands looked past those and found freedom in some pretty unexpected places.
In the sound of a train whistle, in a parcel delivered to doors, in something as basic as a bottle of water.
Here’s our pick of the best campaigns for India’s 80th Independence Day.
The World by Jubilee Hills | India Through Sounds
Anthems are usually sung. This one was assembled – quite literally!
The World at Jubilee Hills recorded 50+ unique Indian sounds – tabla beats, train whistles, cricket stadium roars, and more – and stitched them into a striking new rendition of our national anthem.
An interesting move that shows how a real estate brand can tap into emotions rather creatively.
Delhivery | Corners of Courage
They found a role for their delivery network we certainly didn’t see coming: storyteller.
Delhivery dug up stories of bravery and sacrifice from different corners of the country. Then, on India’s 80th Independence Day, they told 80 of those stories!
How? By delivering them straight to people’s doorsteps.
A postcard, slipped into the parcels they were already delivering.
Edelweiss Mutual Fund | Don’t Quit India
Every investor has had a moment where they wanted to pull out. Edelweiss made a whole campaign around telling them not to.
Buuut with a twist!
They took one of India’s most iconic slogans and inverted it: Don’t Quit India.
They also reworked Hum Honge Kamyaab – a song we all relate with resilience – and gave it a spin for the investors of today.
An unexpected intersection of two things that don’t usually meet: patriotism and portfolio advice!
redBus | Freedom Bottle
We talk a lot about the big freedoms Independence Day represents.
redBus turned its attention to a smaller freedom women often have to give up: the freedom to drink water during bus travel.
Not the flashiest campaign on this list, but perhaps the most necessary!
JK Lakshmi Cement | Har Dil Mein Tiranga
We may not agree on much, but there’s one thing all Indians stand under: the Tiranga.
JK Lakshmi Cement showed how beneath one flag, there are no labels, hierarchies, or divisions. Just Indians!
Which of these campaigns was your personal favourite?
