With India celebrating its 74th Republic day on January 26, 2023, brands came out with colourful campaigns showcasing their gratitude towards the nation and evoking the feeling of patriotism amongst the audience. These campaigns have dialled up creativity and patriotic fervour, highlighting social causes and much more. Here are some of the best Republic Day campaigns that caught our eye this year.
#DeshKiAawaz campaign by Mahindra & Mahindra's Farm Equipment Sector
The campaign #DeshKiAawaz recreated the national song of India, Vande Mataram, with sights and sounds from farming. The film captures the sounds of Mahindra tractors in various applications through exhaust notes and engine sounds, including that of Mahindra’s popular tractor and farm machinery range.
#DilSeSalute by Godrej
The campaign features kids extolling their nation in a heart-felt poem, reminding Indians about the achievements of the country. With this video, the company has invited audiences to share their #DilSeSalute moments and express their gratitude for the development of the country.
Meesho’s tribute to the diversified culture on YouTube Shorts
Since it is quite evident that audiences love to skip ads, and shorter ads might get actually viewed by the audience, Meesho took the YouTube Shorts route to get the emotion right of our diversified and growing audience. The e-commerce platform made a campaign around cultural diversity in the country and how it is an opportunity for business and talent. The campaign is created and conceptualized by Hybrid, and will feature delightful animations by popular artists and illustrators such as Ankur Chaudhry, Khushboo Yadav, Rucha Pagar and Raksha Mehta.
#DeshKiJhanki initiative by Tata Tea Premium ft. Vijay Raaz
Tata Tea Premium launched its latest #DeshKiJhanki initiative celebrating the rich cultural heritage of Indian states through 3D 'Jhankis' or floats that are a special feature of Republic Day celebrations. Using the microsite, the campaign lets users have an immersive parade-viewing experience through an audio-visual experience similar to the actual parade but within the comfort of their own homes. The campaign has been created by Media Monks. Actor Vijay Raaz lends his impactful voice to the campaign, adding gravitas to it.
Link to the microsite: https://www.indiakichai.com/
Air India’s #HarAasmaan
With the film, Desh Ka Naam #HarAasmaan, the aviation brand speaks about giving wings to the growing nation. Sung by Singer Shaan, the film shows a sweet message of how we are collectively developing as a nation and, everyone is responsible for the same irrespective of age, place, race, etc.
Orient Electric Limited #OrientLightsUpIndia
In line with Orient Electric Limited's offerings, the company, part of the CK Birla Group, illuminated many landmark buildings and sites across India in the colours of the Indian flag, ahead of Republic Day. The initiative is a part of its #OrientLightsUpIndiav campaign. The list includes prominent locations like Rail Bhawan, Baroda House and Travancore House in New Delhi, Varanasi Cantt Railway Station, Bareilly Junction railway station, Dobra Chanti bridge in Tehri, Rani Kamalapati Railway Station in Bhopal, Ganga Barrage in Kanpur, and Bharathi Park in Pondicherry.
Indians have always had a preference for "value for money." To put it to test, ahead of Republic day, team CashKaro & EarnKaro hit the streets of Delhi and find out to what extent can Indians go when it comes to this, but with a patriotic twist. The teams asked shoppers to do a simple thing -- to #PickAFlag on every relatable habit that was written on the signboard held by the team in the most crowded of places.
Nilon's celebrated India's diversity in culinary choices. The company's 2023 Republic Day ad saluted India's unity by taking viewers through a series of delectable regional delicacies.
Zomato saluted the heroes of the nation who go about doing their duties diligently wearing a uniform. The film emphasises on the fact that all uniforms -- be that of a pilot or a food delivery agent -- deserve equal respect because they serve the nation in the best way they could. The most heart rendering part of the video was when towards the end, a Zomato delivery agent salutes his rival counterpart. It's implied that it's Swiggy.