Republic Day campaigns that are riding the patriotic wave

Heartfelt Republic Day campaigns by brands like LG, Bisleri and others beautifully capture the essence of patriotism, pride and historic significance

e4m by exchange4media Mumbai Bureau
Updated: Jan 25, 2018 8:56 AM


Republic Day marks the date when Constitution of India came into effect. So as India gears up to celebrate the 69th Independence Day on January  26, brands get creative and roll out campaigns that champion social causes, patriotism and could well tug even at the most cynical heartstrings. These ad campaigns capture the essence of patriotism, pride and historic significance just right.

Radio City

Under the Rag Rag Mein Daude City 2.0, phase 2 campaign, Radio City 91.1 FM will launch an exclusive activity, ‘Mumbai Positive – Mumbai ki Choti Choti Khushiyaan!’ between 17th – 29th January. The past and present scenarios in Mumbai will be compared during the morning and evening shows. While the morning show will cover the old charm of the city, the evening show will cover the modern version of Mumbai. “Mumbai pehle bhi khush nahi tha, abhi bhi nahi, so why don’t we find #ChotiChotiKhushi in what we have?” Radio City will then create a happiness online poll basis the videos developed during these visits to the kona kona of the city and will judge people’s fondness for new v/s old places.

Times Network

Times Network, a part of India’s media conglomerate, The Times Group, will commemorate the 69th Republic Day of India through a specially curated line-up of movies on its channels MOVIES NOW and MNX featuring big screen heroes who save the world from dark forces. With movies such as ‘Captain America: The First Avenger’, ‘Avengers: Age of Ultron,’ ‘Valkyrie’, ‘Ben-Hur,’ and ‘The Dark Knight’, Times Network’s English movie channels, MOVIES NOW and MNX will bring to its viewers a formidable line- up of Hollywood blockbusters that celebrate guts, glory and action.


Truebil, the omni-channel platform for buying and selling pre-owned cars launches ‘Constitution of Driving’ to augment awareness around road safety and associated rights of drivers. In an attempt to make Indian roads safer, Truebil has announced the launch of Constitution of Drivers, a compilation of all the rights reserved by drivers on Indian roads. The Constitution of Driving will be distributed to Truebil customers as well as other individuals through online and offline promotional channels leveraged by the platform. The tech-backed online marketplace is also planning to build a special purpose website that will be easily accessible anywhere, anytime by any person in need. The website will also be used to reach out to a larger section of the audience and disseminate digital copies of the Constitution of Driving.


Kid’s entertainment franchise, Nickelodeon has taken upon the mission of educating kids and bringing in awareness about the importance of Republic Day through its campaign - #BeRepublic. The campaign saw fun videos that captured quick facts about Republic day and enlightened children about the rich heritage of our country, importance of parade etc. The session was supported by fun gifs and informative posts on social media. The celebrations continued when Nicktoons took charge of the classroom and converted it to a fun-filled yet informative session at schools across various cities. The toons through various placards enlighted children on quirky unknown facts about the constitution-making syllabus for the day fun and memorable.

Bisleri has introduced labels in various regional languages and it is this solidarity of expression that gave birth to the motto 'One Nation. One Water’ campaign. This activation has been captured in a video that will showcase a Republic Day parade depicting different Indian states and how Bisleri binds people from different Indian culture together. The 360-degree campaign will run across in Print, Digital and On-ground retail touch points across the country from January 26, 2018. On the digital platform, Bisleri will layer this campaign with an online activation - #OneNationOneWater. A selfie contest will start on January 26 and will last for 10 days. The users will be requested to take a Selfie with their Bisleri bottle along with the Indian Tricolor and the most innovative selfies would win hampers from Bisleri.


LG Electronics India is going to celebrate the 69th Republic Year of the country, with the launch of the #KarSalaam initiative, dedicated to the Indian soldiers. Through this initiative, LG will salute the soldiers’ spirit of selfless contribution and service towards the nation. The brand will reach out to citizens through radio, on the ground and digital communication to capture the video wishes of the citizens of India for the soldiers. The company also plans to invite people through social media platforms and encourage them to #KarSalaam(express their gratitude to the soldiers). All the citizens are invited to post their wishes for soldiers on


As a tribute to the Indian Railways on Republic Day, train app and travel marketplace ixigo, has launched a video ‘Train Mein Hai Ghar Wali Baat’’. The video celebrates how Indian Railways unites the country and its people. The video thus, encapsulates the warmth and emotion of Indians with moments and situations that everyone would have experienced on a train trip. The voice over has been done by renowned Bollywood actor Sanjay Mishra, a huge fan of train journeys himself. The actor recalls how trains instantly strike a chord with every person on board to weave unforgettable stories for life.

MTV Beats

This Republic Day, MTV Beats is set to hit the patriotic notes with ‘Beats of India’. The channel will be playing a song every hour as a part of ‘Beats of India’ to intensify the patriotic vibes. From the inspiring ‘Vande Mataram’ by ‘A.R. Rahman’ to the energetic ‘Rang De Basanti,’ and from ‘Chak de India’ to ‘Aisa Desh Hai Mera,’ these songs are sure to emphasize on the importance of freedom and evoke your love for India with some of the most nationalistic Indian songs.
Show: Republic Day special- ‘Beats of India’
Date: 26th January
Time: 8 AM – 11AM & 5 PM – 7PM

Mother’s Recipe

Inspired by the government’s ‘Bharat Ke Veer’ campaign, Mother’s Recipe – Food division of Desai Brother’s Ltd. has initiated a unique social initiative – TRIBUTE TO OUR MOTHERLAND, using the hashtag - #EkAcharDeshKeNaam. The campaign which is extensively being promoted on both on-ground and online aims to raise funds to donate to Army Wives Welfare Association (AWWA) on the occasion of Republic Day for the families of martyrs.Under this initiative, the company will contribute Rs 3.00/- from the sale of every special edition Mothers Recipe 500 gm pickle bottle. The select product range will be only available in Canteen Stores Department (CSD) across the nation till January 2018. 
Additionally, to reach out and connect with a larger set of audience, Mother’s Recipe is amplifying the campaign on various social media platforms using a unique hashtag #EkAchaarDeshKeNaam. For each comment, like, shares, tweets/retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the cause. The initiative is already a hit on the digital platforms and has reached more than 5 lakh people, received 75,000+ reaction and 2000+ shares.

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