Brands touch hearts this Independence Day

From Ola to Badshah Masala, brands are using their position to initiate social change, create dialogue and create capital for meaningful causes.

e4m by Misbaah Mansuri
Updated: Aug 16, 2017 2:05 PM

As India celebrates 70 years of Independence on Tuesday, many brands are coming forward to initiate meaningful and engaging conversations. Brands like Ola, CNBC Awaaz, Badshah Masala, among others have tapped into the insights of charity, responsibility towards the country and patriotism and aiming at communication for a cause. Here is what brands are doing to celebrate Independence Day:


Cab-hailing service Ola is bringing its share cab customers an opportunity to ride with Ola Sainiks for Independence Day celebration. Sainiks are ex-servicemen, who have taken to a new entrepreneurial mission as Ola driver partners. Customers opting for Ola Share from August 14 to August 16, 2017, will get an opportunity to ride with ex-servicemen and interact with them during their ride. They can expect to hear some first-hand accounts of the Sainiks’ days in the armed forces and how they continue to contribute to India’s development. Ola Sainiks are playing a pivotal role in driving the nation's larger agenda against de-congestion and traffic with Ola’s ridesharing offering across 26 cities. This initiative builds on Ola’s ongoing campaign, #FarakPadtaHai, that emphatically brings out how each individual’s actions, no matter how small, make a big difference. Under the Independence Day initiative, Ola will also handover letters and thank you cards signed by its driver partners to various Army camps across the country. Customers can join the drive by sharing the heroic tales of Sainiks on Ola’s twitter handle, with #ISaluteSainik.

CNBC Awaaz

Hindi business news channel CNBC–Awaazhas partnered with Akshay Patra, an NGO that has been working extensively on implementing the mid-day meal programme across different schools in India.Through this campaign, CNBC-AWAAZ aims to create a hunger free nation by encouraging more people to donate towards mid-day mealsfor children thus providing them with a healthier future.The campaign will include a special programming on the channel which will see the editors and anchors talk about the issues of hunger and malnutrition. The channel will run a donation drive of an amount as small as Rs. 5/day or Rs. 95/month which is sufficient to feed a child and provide them with a healthier life. Through this campaign, CNBC Awaaz wants to draw its viewers’ attention to a larger cause of meaningful philanthropy in India. Through a series of segments, the channel will reach out to eminent personalities like Narayana Murthy and Mohandas Pai among others.


Online fashion e-tailerJabong has announced its collaboration with the renowned singer and actor DiljitDosanjh for a music video titled “Tujhse Na Zyada Koi Tu Hai.” The video which is powered by Hummel, captures the spirit of Jabong’s brand philosophy of “Be You” and urges people to imbibe the spirit of freedom and encourages them to be the best versions of themselves. The video has already garnered nearly 3 million views on social media has been directed by Abhishek De and the music has been composed by Diljit himself.The music video is supported by a marketing campaign and will be promoted across leading music channels such as Channel V and ETC Punjabi apart from cinema halls and digital platforms such as Gaana andHungama and also radio stations such as Radio Mirchi, Hit FM, My FM and Ishq FM.This is another initiative by Jabong to up its brand positioning of ‘Be you,’ the video comes close on the heels of Friendship Day and RakshaBandhan.

Badshah Masala

In recent times, we have seen a tremendous increase in the divide between India and Pakistan. In the lieu of these tensions, Badshah Masala's #HumareYahan Campaign has tried to decrease the ideological divide these two countries have. The scene opens to a bedroom cluttered with bags and clothes. Manno’s daughter, Dimple, has just returned from US and is settling back in Mumbai. While she is showing her mother pictures from her time in US, a picture comes up wherein Dimple is posing with a boy. An intrigued Manno asks Dimple who the boy is and she reminds her mother about her friend, Saad. Manno immediately recollects that Saad is a Pakistani boy and taunts her daughter with the same. Dimple shuns her taunt and Manno heads towards the kitchen to cook. Dimple then coyly asks Manno if she could go to meet Saad as he is in town and Manno is hesitant for the same. After much deliberation, Manno agrees to the lesser of two evils and asks Dimple to invite Saad over for dinner. #HumareYahan pushes us to notice how certain traditions between India and Pakistan are similar and how these two sister countries are related.

IndiaFirst Life Insurance

From August 1 to August 10, in the days ahead of Independence Day, IndiaFirst Life Insurance initiated a social media campaign which let users engage (like, share, comment) with any of the #FreedomFromIlliteracy posts on Facebook, Twitter and Instagram. For each engagement they received, they willcontribute 1 Rupee towards #FreedomFromIlliteracy. The campaign was also held at outdoor locations wherein participants can click a picture with the brand’s outdoor signage and share it on IndiaFirst’s Facebook profile with official Facebook handle. At the end of the campaign period, all engagements in the form of likes, shares and comments will be counted and each engagement will be assigned with Re. 1. The final amount will be contributed to an NGO that supports the cause of #FreedomFromIlliteracy.

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