Brands set their imagination 'free' for engaging Indians on Independence Day

From Idea, Micromax, KBC to HUL, advertisers and marketers across industries are going big on cashing in on the Independence Day weekend and rekindling the patriotic fervour. exchange4media lists out latest brand engagements this Independence Day

e4m by Ankur Singh
Updated: Aug 14, 2014 8:22 AM
Brands set their imagination 'free' for engaging Indians on Independence Day

Over the years, creative minds of India Inc have been putting their best foot forward to create ads that rekindle the patriot in consumers.  In a run-up to the 68th Independence Day, this year too, advertisers and marketers are going all out to capitalize on the extended weekend’s consumer attention. From to TV to digital, all mediums are abuzz with ads to make most of this annual break.

exchange4media lists out latest brand engagements on the eve of this year’s I-Day.

Idea: The new TVC shows a choir with people from across the country, singing the anthem – “Hum Nahi Banege Ullu Aaj Se…” –and thanking Idea Mobile Internet! The song is based on humorous lyrics and a hummable tune, and is sung in a celebratory manner for the freedom begotten from mobile internet. The ad shows people getting the light of knowledge from their mobile screens and cautions those who try to con unassuming people lacking knowledge. The ad is based on Idea’s successful ‘No Ullu Banaoing’ campaign which helped the mobile operator build relevance of mobile internet in India and increase trials amongst its users in non-metro locations, leading to data revenue and subscriber growth.

Watch the video here:

Micromax: The handset player has unveiled ‘Roobaroo Micromax Unite Anthem’ in a first of its kind initiative bringing together 10 artists, singing one song in 9 languages. Recreating the cult patriotic song, ‘Roobaroo’, the Anthem is an extension of the Unite 2 campaign, again a first from Micromax offering users 21 languages in 1 phone, thus democratizing technology for the masses. Launched in association with Sony Music Entertainment India, the Micromax Unite Anthem is based on the popular track - Roobaroo, which has been rewritten & re-mastered with new lyrics in 9 languages performed by 10 artists. The track has been created to bring in the sounds of a United India covering genres like Classic, Folk, Acapella, Beat boxing & Rap. The artists are Benny Dayal, Raghu Dixit, Neeti Mohan, Brodha V, Voctronica, Sanam Puri, Swaroop Khan, Kamaal Khan, Apekhsa Dandekar and Shruti Pathak.

Watch the video here:

HUL: The brand’s Kan Khajura Tesan aims to set a world record by getting as many missed calls as possible in 120 hours from Indian citizens on its toll free number 1800-30-000-123. To pledge against corruption, the audience has to give a missed call on Kan Khajura Tesan’s toll free number from their mobile phones. In return, Kan Khajura Tesan will donate Re 1 for every 100 missed calls received between August 13 and August 17 to the National Anti Corruption Investigation Bureau. Once the consumer gives a missed call to Kan Khajura Tesan, in a few seconds the consumer will receive a call back from the channel to confirm their participation in the endeavour to set a World Record along with 20 minutes of free entertainment.

KBC: The popular television game show Kaun Banega Crorepati has been the talk of the town with a series of sensitive TV promos aimed at addressing contentious issues that Indians tend to ignore. The campaign titled 'Kohima' tugged at heartstrings and touched upon the sensitive issue of regionalism or discrimination that people from the northeast face. The promo titled 'Neighbours' also made hearts swell. Set in a colony inhabited by Hindus and Muslims, a Hindu boy is headed to Mumbai to take part in the latest season of KBC. Once in the 'hot seat', the Hindu boy uses his 'phone-a-friend' lifeline to call up his elderly Muslim neighbour who helps him win the jackpot. KBC will premiere on August 17, during the I-Day weekend. It has been creating patriotic buzz for the past two months.

Watch the promos here:

Dalmia Bharat Cement: Dalmia Bharat Group launched its first-ever corporate campaign with this I-Day. The campaign, which coincides with the Group’s platinum year, underlines continued commitment to nation-building with Dalmia Bharat’s demonstrated philosophy of ‘new think!’, which leverages its proposition of wise and young. With the tagline ‘Mera Bharat Bada HoRaha Hai’, projecting a self-actualizing India, Dalmia Bharat reiterates its position as a brand which has been intrinsic to the India story through its pre and post-Independence phases.

Watch the video here:

Tata Salt: Living up to the image of being ‘Desh ka Namak’, Tata Salt launched its ‘Maine Desh Ka Namak Khaya Hai’ featuring the story of five-time World Boxing Champion, Olympic winner MC Mary Kom, few months back. The campaign carries the brand’s philosophy forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work. In wake of Independence Day, this ad has been doing rigorous rounds on TV since the past week.

Watch the video here:

92.7 Big FM: As a part of a special initiative, 92.7 BIG FM will connect with family and friends of the soldiers before the journey; RJ Neelesh Misra will carry along their specially recorded messages and gifts to be conveyed to the soldiers as a surprise from their loved ones. The entertaining celebrations will also comprise of a LIVE storytelling event based on a true story surrounding the life of a soldier and will be hosted at the Attari border by RJ Neelesh Misra and his team. RJ Prateek, on the other hand, will travel to the Wagah border on his bike with his comrades and collect gifts and messages for the soldiers from people along the way. RJ Siddharth will be an integral part of the celebrations, interacting with the jawans and providing updates via radio.

Yamaha: Yamaha Motor India held a kid's carnival last weekend in association with close to 100 Yamaha dealers across India celebrating Independence Day with kids. The campaign was conceptualized with a patriotic theme to stimulate feelings of patriotism among children and attracted families along with children to Yamaha showrooms. Various activities were organized for the kids and the carnival gave them a firsthand opportunity to experience Yamaha's products like the Alpha scooter which is targeted at the family segment. The kids were invited in ethnic wear and all kids and customers received Indian flags on the occasion.

That said, e-commerce and retail marketers are not behind. With promotions of sale discounts of up to 80%, this weekend is going to be a bonanza for shoppers across the nation.

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