In 2023, we don’t just celebrate the past; we salute the unwavering resolve that continues to shape our future. From the bustling streets of Mumbai, or ‘Bambai,’ as we may call it, to the serene valleys of Kashmir, our nation stands as a testament to the power of unity and resilience. This Independence Day, we’re not merely marking a date but embracing a legacy that ignites our aspirations. And so are the brands and businesses across our nation.
A symphony of colors, music, tradition, and narratives spanning across the diverse tapestry of India, this year, brands have excelled at capturing the essence of this remarkable journey via captivating visuals and heartfelt stories.
In today’s blog, we will look beyond the captivating visuals and decode what these brands want us to understand when they say “freedom” and about India’s future.
Let’s begin!
1. Kalyan Jewellers
This Independence Day, 2023, Kalyan Jewellers pays tribute to the service of the armed forces. And while it does it, it also breaks gender stereotypes, conveying freedom from gender norms and roles when it comes to the armed forces.
In the opening scene of the video, you get to see a beautiful woman decked up in bridal attire, but as you watch it, near the end, you see the woman in her uniform, answering her call of service. It not only reverses gender roles but also conveys that women can be graceful and strong equally.
Underlying this ad is the yearning for a gender-neutral environment and collective responsibility to shape our nation’s destiny.
2. Croma
What do you think when you hear the word ‘freedom’? Freedom from patriarchy, freedom from societal chains, or freedom from fear? Most of us tend to think of big things, which is entirely understandable because everything we have learned about freedom talks about wars and sacrifice.
But not Croma. With its ‘Let Freedom Find You’ campaign, Croma tells you that freedom can also be found in the smallest everyday things. It celebrates the feeling of freedom by breaking the monotony of life and indulging in the most unexpected moments, highlighting how technology brings people closer to their moments of freedom or becomes freedom itself.
The brand does so with the help of 3 10-second DVCs –
- The first DVC unfolds the story of an angry mother in the living room as she notices a football flying in through the window. However, she does not kick out the ball in anger. Instead, she rethinks her anger, calms down, and happily kicks the ball out, influenced by Shaolin Soccer that’s playing on the TV.
- The second DVC is a story of a CEO who enters the office pantry visibly annoyed. But what he does next surprises everyone. He starts to cook. Here, the CEO finds calm and peace through creation. Cooking is when he sees his freedom.
- The last DVC shows two kids creating dance reels. But they stop, scared, as their father walks in and gives them a momentary stare as if he is angry. But to their kid’s surprise, the father joins them in dancing.
“We believe technology is more than just a tool; it’s a way to limitless freedom. Our ‘Let Freedom Find You’ campaign shows how technology lets us escape the ordinary, find joy, creativity, and express ourselves. We are passionately committed to inspiring people to find their unique journey to freedom as they seamlessly integrate technology in every aspect of their lives,” shared Croma’s COO, Shibhashish Roy.
3. Ambuja Cement & ACC
Two of Adani Group’s companies, Ambuja Cement and ACC, collaborated this year to build upon the theme’ Growing Nation.’
ACC’s campaign, ‘Jahan Bharat Basta Hai,’ is a nostalgic reminder of India with its banyan trees, bridges to reach schools in villages, a hearty exchange between a newspaper vendor and a chai seller, and more. The storyline beautifully covers what the past was, what the present is, and who the future is, reaffirming ACC’s commitment to the growth and prosperity of the nation.
Ambuja Cement, on the other hand, takes a more Gen Z approach with its ‘Desh Ban Raha Hai’ rap campaign that talks about the future of India that lies in the hands of today’s youth who embody our nation’s values like integrity, unity, and growth.
4. Shaadi.com and Udayan Care
Shaadi.com‘s campaign in partnership with Udayan Care draws attention to an under-discussed problem in today’s society: despite having enjoyed decades of freedom and independence, only a tiny fraction of women have entered the workforce.
The video is filmed in a classroom setting and features young women debating potential future vocations. A young girl says that she hasn’t given it much consideration yet, to which another young woman urges her to decide soon or else she’ll wind up making rotis. The teacher, having overheard these conversations, uses the ‘roti’ discussion to educate the young girls on a complex but easily understandable topic, shocking them with the fact that, despite 76 years of independence, 76% of women continue to rely on men financially.
With this campaign, Shaadi.com and Udayan Care highlight the reality of ‘freedom.’ It makes you think – are women in our country independent? Overall, it addresses a significant issue in the most realistic manner possible and successfully conveys the message.
5. JSW Paints
JSW Paints campaign for Independence Day, speaks of long standing issues but in a rather creative manner. It showcases two painters, each painting a specific colour—green and orange. As the ad progresses, the two painters come face to face and give each other a heartwarming smile. They, then, go on to merge the shades, creating the Indian Flag. On the surface, this may just seem like colours. But if we were to think a little more, we would realize how colours are often symbolic and pitted against each other. This ad, in its pivotal and catalytic moment, reflects the potential colours have to unite us, teaching us that colours are universal; they are free and don’t specifically belong in a certain category.
Ciao!
These advertising efforts are more than simply eye candy; they open up a dialogue about what it means to be really free. They prompt us to ponder the meaning of liberty in the present day and to challenge the stories we’ve been told. Freedom is a right and a duty; this is a call to transcend the commonplace and experience the remarkable.
We at StartInc Consultancy believe our nation’s journey is not just a story etched in history books; it’s a living, breathing narrative that we, as individuals and as a collective, contribute to every single day. We understand that freedom is not merely a word or a date; it’s an evolving concept that continues to mold itself to the changes in our lives. Just like startups, which need to continually evolve, grow, and adapt as per the changing business landscape. But with us, you don’t have to do it alone.
We will walk the mile with you. All you need to do is drop us a message or a call!
