Independence Day 2020: How brands are celebrating Independence Day in the times of covid

From Cadbury Max Life to Aegon Life Insurance and Zivame, brands highlight how meaning of independence varies in these uncertain times

Live webcast was shared with the Indian community to enable all to join the online celebrations.
Live webcast was shared with the Indian community to enable all to join the online celebrations.

From showcasing its inherently Indian roots to paying tribute to the armed forces for their sacrifice, This Independence Day, brands across the spectrum celebrate our 74th year of freedom by expressing their idea of independence and bring it out in the world for all to see and experience.


Cadbury has rolled out its latest limited edition Unity Bar to celebrate the spirit of India on 74th Independence Day. This latest Unity Bar celebrates the nation’s unity in adversity – showcasing the inherent sweetness in every Indian which has brought them together during these tough times.

Max Life

Max Life Insurance Company Ltd. salutes the contribution of the Indian Army by launching its own initiative ‘Rakshak’, dedicated to serving the armed forces of the nation. In the latest video, Angad Bedi, face of the ‘Rakshak’ initiative, salutes the army personnel for their courage, selfless resilience and dedication towards protecting the country, while urging them to financially protect their own family and loved ones from unforeseen contingencies.

Tata Salt

This Independence Day, Tata Salt urges the nation to come together with the same fiery patriotism as shown during the Indian Independence movement to take efforts in fighting the COVID-19 pandemic. Featuring LT. Colonel Inderjit. S. Gill (Veteran 1971 War), the spirit is bought alive through an emotional digital film using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal. Being true to its motto of ‘Desh Ki Sehat, Desh Ka Namak’, Tata Salt appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance to fight this pandemic.

Do Your Thng

The creator First community has leveraged the Independence Day to roll out a #FreedomFrom campaign highlighting how the idea of freedom is not only being a citizen of an independent country; it also means independence and freedom of an individual from his fears, insecurities, self-doubts, stress, social anxiety and negativity of thoughts.

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Independence: one word, several meanings. All of those meanings come down to one simple interpretation – Independence is peace and freedom. For some, it could be freedom from self doubt, for others, it could be freedom from being stuck at home. Tell us what is it that you desire #FreedomFrom! Let's speak our hearts out and thus mark India's 73rd year of Independence. Head to the link in our bio to participate in our #IndependenceDay campaign – ‘Freedom From’. #DoYourThng #DoWhatYouLove #IndependenceDay #FreedomFrom #15thAugust #August2020 #IndependenceDayCampaign #15thAugust2020 #IDayCampaign #FreedomFromHate #FreedomFromBeingTrolled #FreedomFromBeingStuckAtHome #FreedomFromAnxiety #FreedomFromStress #FreedomFromWFH #FreedomFromFear #CreateDontHate #SpreadPositivity #BeKind #Independence #FreedomAndPeace #Peace #Creatorgrams #CreatorsWillCreate

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Aegon Life Insurance

With the pandemic rampaging through the world, Aegon Life Insurance’s #TensionSeAzaadi campaign showcases how the meaning of freedom is different for everybody in modern-day, especially in the current uncertain times. The film is created by Brandmovers.

Lava Mobiles

After PM Modi’s call for Atmanirbhar Bharat, Lava Mobiles leveraged the occasion of Independence Day to showcase its Indian roots with Desh KI Apni Dhun, Desh Ka Apna Lava campaign. The campaign features Lava Mobile’s signature tune which is has been recreated with the sounds we hear on Indian streets.

Revital H

Revital H has launched a digital campaign, #OurImmunityHeroes to express its gratitude to the Indian Army who acts as an immunity shield and keeps the nation safe.As part of the campaign, people are invited to share their tributes, lauding the incredible valour of the Indian army in the form of posts, audios and videos.


This Independence Day, Zivame highlights how the women’s intimate wear brand is “Essentially Indian”.

Mountain Dew

Beverage brand Mountain Dew salutes India’s resilient spirit this Independence Day with a rendition of the timeless anthem of patriotism, ‘Yeh Desh Hai Veer Jawaano Ka’ from Saregama. The video features stills of some of independent India’s most defining moments be it the 1983 cricket world cup, the launch of the homegrown Mangalyaan, A.R Rahman’s Oscar win or the bravado of the real heroes facing the current times – all of which are testimony to the resilience of India and a reminder on how we will be victorious again and come out of the challenging times we are facing today.

Read Also: Tata Starbucks launches new campaign for its drive-thru store in India

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