Independence Day campaigns that said it all

Independence Day campaigns, this year, reminded us about the true nature of independence and patriotism

e4m by Venkata Susmita Biswas
Updated: Aug 16, 2017 8:32 AM


If you turned on your television to catch some of the Independence Day special programmes this year you may have found yourself smiling during the ad breaks. Or if you are one of those who has transcended from TV to your personal device, you may have watched a few ads beyond the five-second span. You may have voluntarily stopped scrolling down your Instagram feed to just watch an ad. We at exhange4media too felt similarly this I-Day. We would be lying if we said one or two of these ads did not give us goosebumps. 


Here are some of the ads that we watched completely and then wanted some more: 


Bajaj Avenger


Bajaj Avenger reminded us about the true indicator of India’s independence, this Independence Day. The ad quoted the Father of our Nation Mahatma Gandhi, who once said: The day a woman can walk freely on the roads at night, that day we can say that India has achieved independence. Mahatma Gandhi’s words ring true to this day and show us how the Indian attitude towards women has hardly changed in these 70 years. 


The ad takes Gandhi’s words further and adds a few more criteria that when fulfilled India will be truly independent. Whether it is being friends with whoever she wants, the ability to express herself the way she wants, the freedom to wear whatever she wants and also go wherever she wants, including at any odd hours of the day without being judged or questioned, a woman should be left to make her own choices. That’s when ‘being independent’ will have a real meaning of its own. The #RideYourIndependence campaign was conceptualised by Mullen Lintas Mumbai. 



Cadbury Dairy Milk India


The ad did not take us back 70 years to the night of August 14, 1947, but it did transport a large majority of viewers to the 1990s. The brand revived its 1997 ad for Independence Day created by ad man Piyush Pandey on Instagram this year. 


The ad set to the iconic “kuch swaad hai zindagi mein” shows a bunch of girl forming a Dahi Handi human pyramid to unravel a flag that is stuck. The people who have gathered to watch the flag hoisting ceremony first seem conflicted about what the girls are doing but soon they change their mind and start rooting for the girls. Cadbury India captured hearts by combining the ad for Janmashtami and Independence Day this year. 





Truebil took a rather unconventional route to celebrate Independence Day this year. The ad recreated the national anthem using sounds heard on the streets of India from the honk of an auto to the siren of an ambulance. The brand sought to pay tribute to the unsung heroes of India - auto rickshaw drivers, firemen, tea vendors, and traffic police officers. The end result is not a cacophony of incongruent noises from our streets but an example of how harmonious these noises can sound. 


PayTm, iD


Both iD and Paytm launched campaigns to garner support for defence personnel and their families. The campaign by iD tells the story of a spirited child whose education and dreams face a roadblock due to an acute lack of funds. iD urged viewers to take a pledge to secure the future of the children of army martyrs. The campaign was conceptualised by Bangalore-based digital agency Langoor.


Paytm, on the other hand, invited contributions to Indian soldiers disabled in the line of duty. Customers could scan a QR code from Paytm’s Independence Day special advertisement or banners published across all major national and regional dailies as well as social media to contribute for the welfare of our soldiers. Paytm pledged to contribute its earning on Independence Day to army-men and their families.

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