The feeling of patriotism seems to be at an all-time high in India this year. Whether it is patriotic movies being released or the rediscovery of our past glory, we Indians seem to be revelling in feelings of nationalism and patriotism.
Of course, many well-loved brands are using this patriotic fervour to engage audiences to the next level. According to a key concept in Marketing 3.0, brands have moved from focussing on customer’s material needs to understand the causes and sentiments they really feel strongly about. And what can be more appropriate than appealing to people’s sense of patriotism on the 70th Republic Day? After 15th August, Republic Day is the most important national holiday in India, and brands aren’t shying away from the occasion. Here is our pick of the top brand campaigns on Republic Day this year.
Keeping India’s energy high one bar at a time! #HappyRepublicDay
This nature valley Republic Day campaign cleverly combines the brand’s positioning as an energy bar with the feelings of patriotism. It does this by paraphrasing a now-famous line from the recently released movie Uri, based on the Indian army’s surgical strikes.
Ixigo’s “Train mein hai swag” campaign is hands down one of the best Republic Day campaigns we’ve seen this year. In the form of a really fun rap song, the campaign talks about how travelling by train in India is the new cool thing to do. It talks about everything we love about trains – the childhood memories, the home-cooked “puri bhaji”, and the beautiful views outside our window. The last line of the campaign is “Kyunki desh mein hai swag” which ties in the whole campaign so beautifully with Republic Day. The underlying message is that trains, which epitomize so many things about our country, are the coolest way to travel because our country is now “cool”. This is the must-watch campaign for this Republic Day!
We often take for granted the freedom and privileges of living in the largest Democratic Republic in the world. Here’s a salt art tribute revisiting some of the many reasons to celebrate the Indian Constitution #NamakKeWaastey pic.twitter.com/35v7aZjDzD
— Tata Salt (@_deshkanamak) January 25, 2019
From its earliest days, Tata Salt has positioned itself as “Desh ka Namak” (The Country’s Salt) and this Republic Day was no different. With its latest campaign, #Namakkewaastey, Tata Salt used a really unique “salt art” campaign to talk about what makes the Indian Constitution unique. Combining extreme creativity with a strong patriotic message, this is one heartfelt campaign.
Sony Pictures Network
Sony Pictures released a beautiful video on Instagram as part of their Republic Day campaign. This video talks about how cinema is truly a medium “Of the Republic, By the Republic, and For the Republic”. It showcases how the world of cinema comprises artists and technicians from all parts of the country and all communities and religions. And it talks about how the most important part of cinema is the love that it gets from its audience; the billions of Indians all across the country and the world. This campaign is a great example of choosing to use the brand product to shed light on a different kind of nationalism – one which sends a message of unity and brotherhood. Kudos!
Axis Mutual Funds
Nation building is a collective responsibility of all citizens. Today, as we celebrate 70 glorious years of being a…
Axis Mutual Fund’s campaign ties in the concept of a responsible citizen with “a responsible investor”. While a responsible citizen builds the country, a responsible investor plans and manages their money well. And the simple campaign showcases how a good Indian should be both.
Pet grooming brand Captain Zack keeps things simple. It has an adorable picture with a catchy caption. With one simple image, it evokes our love for dogs, our patriotism, and a smile on our faces. They say minimalism is the key to an effective brand campaign and Captain Zack shows us it is possible even in today’s digital-first age.
Robin Hood Army and Girliyaapa
We want to be a Robin and we hope that after watching this video you will too.
#RobinHoodAcademy #AcademyVoice #CreateTogether #GirliyapaSpotlight
We nominate all our followers & friends to volunteer, register with them on www.robinhoodarmy.com/academy
Posted by Girliyapa on Friday, January 25, 2019
This one deserves a special mention. Popular Youtube channel Girliyapa collaborates with Robinhood Army to solicit volunteers for the Robinhood academy. Girliyapa, in a simple but very effective video, asks you to volunteer just 3 hours a week at the Robinhood Academy so that underprivileged kids have a better chance at life. And what better occasion for this message than Republic Day? A light, breezy but effective campaign for a very important cause.
This was our list of eye-catching campaigns this Republic Day. These are the brands that made it to our list because they effectively combined a compelling story with the value proposition of their brand. If you think we missed out on any great Republic Day campaigns, do let us know in the comments below. Also, don’t forget to tell us about your favourite Republic Day campaign.