As India celebrates its 78th Independence Day, brands are taking a fresh approach to celebrating the occasion with campaigns that go beyond traditional flag-waving. From breaking stereotypes to reimagining fitness and health, here’s a roundup of campaigns that promise to make a statement—without the usual trimmings.
Mountain Dew: ‘Courage Has No Bias’
If you think courage comes with a gender tag, Mountain Dew is here to challenge that notion. Their latest TVC features a parkour challenge where a female athlete’s leap defies expectations—literally. A teaser on Instagram revealed that 80% of viewers assumed the daredevil was male, proving how deeply gender biases run. The campaign’s bold statement? Courage doesn’t come in one package.
ITC Ltd.: ‘Desh Ek Raag’
ITC Ltd. is turning up the volume on Independence Day with a musical tribute. Their composition, performed by ITC Sangeet Research Academy, blends Hindustani Classical Music with Western instruments. It’s not just about nostalgia; it’s about modernizing tradition and hitting all the right notes in the process.
The Health Factory: #SmallChangesBigImpact for a Viksit Bharat
In a world where personal transformation is often sidelined, The Health Factory’s campaign reminds us that individual changes can drive national progress. Their film highlights how everyday actions contribute to a developed India, challenging us to rethink how we approach health and progress.
JSW Paints: Celebrating the Indian National Flag
JSW Paints is adding a splash of colour to Independence Day with a campaign that turns the national flag’s colours into a playful narrative. The film features school children identifying colours, focusing on blue as a symbol of progress. It’s a fresh take that celebrates how every colour in our flag contributes to the nation’s story.
MediBuddy: ‘Empowering a Healthier, Stronger India’
MediBuddy is making a case for personal health as a patriotic duty. Their campaign connects individual well-being with national strength, encouraging viewers to see their health as a contribution to India’s future. It’s a reminder that taking care of oneself can be as impactful as any grand gesture.
Niva Bupa: ‘Sirf Chutti Mat Manao’
This Independence Day, Niva Bupa is blending relaxation with responsibility. Their campaign nudges people to not only enjoy the extended weekend but also to secure health insurance. With healthcare inflation on the rise, this push for insurance is as practical as it is timely.
Anytime Fitness: ‘Be Fit Fest 3.0’
Anytime Fitness is flipping the script on fitness ads with their ‘anti-ads’ campaign. Their message? You don’t need an ad to boost your energy—fitness should be as natural as brushing your teeth. It’s a refreshing take that positions fitness as an integral part of life, rather than just another product to be sold.
Safex Chemicals India Ltd.: Independence Day Poster-Making Competition
Safex Chemicals is fostering young creativity with a poster-making competition. The themes, ‘Futuristic Agriculture’ and ‘Preserving the Environment,’ encourage children to think about India’s agricultural future and environmental challenges. It’s a creative way to engage the next generation in important national conversations.
As these campaigns unfold, they offer more than just festive cheer—they provide a platform for reflecting on gender norms, heritage, personal health, and environmental sustainability. This Independence Day, the celebration is about rethinking, redefining, and truly making a difference.