Republic Day: Ads that weave patriotism with storytelling

On Republic Day mornings the television didn’t just switch on, it woke up with the nation, before the parade rolled in and before the tricolor filled the screen, there were stories. Stories of ordinary Indians, told softly patiently with a moral intent behind the scenes. 

Here are 10 memorable advertisements of all time, whispered patriotism through the power of storytelling which felt personal,inclusive and deeply human. 

Parle-G’s “Bharat ka apna biscuit” 

Parle-G’s “Bharat ka apna biscuit” campaign beautifully traces the brand’s journey alongside India’s own evolution, positioning it as a quiet yet constant companion through the nation’s defining moments. The advertisement stitches together powerful archival footage from the 1930s freedom movement ‘Dandi March” and the 1971 war to India’s first Cricket World Cup victory also weaving in iconic cultural references like Raj and Simran from DDLJ ,while capturing landmark achievements such as India’s successful space missions and the testing of COVID-19 vaccines. 

Narrated in Piyush Mishra’s evocative voice, the film adds emotional depth and nostalgia, reinforcing the brand’s deep-rooted connection with generations of Indians. Conceptualised by creative agency Please See in partnership with Reliance Entertainment, the campaign subtly underlines how Parle-G didn’t just witness history it grew with the nation, becoming an inseparable part of India’s collective memory.

Videocon’s #FlagOffChange

Released on the eve of India’s Republic Day in 2016, Videocon’s Flag Off Change campaign called on citizens to become active participants in shaping a better nation. The film encouraged people to look inward, reinforce their commitment to progress, and recognise that meaningful transformation begins with individual, everyday actions that can collectively spark larger societal impact. 

Conceptualised by Rediffusion, the advertisement featured Pankaj Tripathi in a compelling role that added authenticity and emotional weight to the message, making the call for responsibility-driven change resonate strongly with viewers.

Ambuja Cement:THE SCHOOL

Released on India’s 72nd Republic Day, The School by Ambuja Cement arrived at a moment when the country and the world was cautiously emerging from the shadow of the pandemic. The film carries a powerful message: hardships may test the nation, but its sense of patriotism must remain firm, intact, and unwavering. 

The narrative gains emotional depth through the presence of Surendra Rajan fondly remembered as Maqsood Bhai from Munnabhai MBBS whose calm dignity makes him a natural fit for the role. The film is further elevated by the soulful rendition of “Vijayi Vishwa Tiranga Pyara”, sung by acclaimed classical vocalists Madhubanti Bagchi and Krishna Bongane, with music composed by Aman Pant. Conceptualised by M&C Saatchi and directed by Savita Singh, the campaign stands as a moving tribute to resilience, unity, and the enduring spirit of India.

Red Label’s #Unstereotype

Brooke Bond Red Label’s #Unstereotype film took a hard look at deep-rooted bias and everyday racism that continues to exist within the country. The campaign drew attention to the lived reality of many Indians from the Northeast, who are frequently treated as outsiders in their own homeland and, in extreme cases, become targets of prejudice-driven violence.  

Released around the 70th Republic Day, the film served as a stark reminder that such discrimination persists even today, with incidents like the death of Angel Chakma reigniting urgent conversations around safety, dignity, and equal belonging for people from the region. As part of Red Label’s broader Unstereotype platform, the campaign sought to challenge narrow mindsets, encourage empathy, and promote a more open and inclusive social environment.

Tata Motors #Asked the Right Question

On the occasion of India’s 70th Republic Day, Tata Motors unveiled its campaign “Asked the Right Question”, spotlighting the urgent issue of road safety, which continues to claim the highest number of lives each year. 

The campaign emphasises that safety on the roads is a fundamental right, urging people to shift their focus from superficial metrics like how “desi” a vehicle is to asking the crucial question: “Kitni safe hai?”. Conceptualised by WATConsult, the campaign carries the simple yet powerful philosophy: when the public is secure, the nation is secure.

Zomato’s “Salaam Sabko Wahi”

Zomato’s “Salaam Sabko Wahi” campaign celebrates the dignity and diversity of uniforms across India, highlighting how every profession regardless of social standing deserves respect. Told from the perspective of a Zomato delivery person on his routine journey, the narrative follows him as he encounters nurses, traffic officers, sweepers, air hostesses, and doctors, offering a heartfelt salute to each. In a final, inclusive gesture, he acknowledges a delivery agent from a rival service, reinforcing the message that respect should extend to all, regardless of occupation or status.

Hero Motorcop  "Hum Me Hai Hero"

The iconic "Hum Me Hai Hero" campaign marked a new chapter in Hero MotoCorp’s brand identity. Directed by Anurag Kashyap and featuring music by AR Rahman, the ad quickly captured the nation’s attention. Released around Independence Day, it resonated deeply with patriotic sentiments and was later showcased during major national occasions such as Republic Day. 

The film highlighted inspiring stories, including a young gymnast representing India and a dancer aspiring to shine on a reality show, adding an emotional and motivational touch. The campaign went viral in 2011, driving significant engagement and prompting the brand to roll out special redemptions in response later 

Axis Bank #23in23

Axis Bank’s 23 in 23 campaign takes a thoughtful turn on Republic Day by widening the idea of diversity beyond regions and cultures to include a language millions of Indians rely on every day-Indian Sign Language. In a country that officially recognises 22 languages and is home to over 120 major tongues, the campaign highlights a quiet yet powerful gap: while India’s deaf community runs into millions, most schools still lack teachers trained in ISL, leaving many students unheard in the truest sense. 

Developed in collaboration with Grey, the initiative calls for Indian Sign Language to be acknowledged as the country’s 23rd official language, positioning inclusion as a constitutional responsibility rather than a charitable gesture.