Brands rekindle patriotic fervour, as the nation celebrates 73rd Republic Day

Mumbai: The nation marks 73 years of its transition to a republic on 26 January. To commemorate the day on which the Constitution of India came into effect, brands have come out with varied campaigns and initiatives that celebrate the important day.

PARLE-G

Homegrown food company Parle Products launched a special Republic Day film that reminisces India’s defining moments while tracing the journey of its flagship brand Parle -G over a span of seven decades. Conceptualised by creative agency, Please See in partnership with Reliance Entertainment, the film uses archival footage of major milestones and glorious moments from the freedom movement in the 1930s & 40s, the 1971 war and the country’s first World Cup win in 1983. The film directed by Sreemoyee Bhattacharya and produced by Rajdeep Chowdhry also traces India’s successful space mission, while cutting to the now successful creation of Covid-19 vaccines. All of these are interspersed with an amalgamation of Parle-G from its launch in the 1930s (Parle Gluco) to its pack version of today, showcasing it as ‘Bharat Ka Apna Biscuit’ and giving out the message that ‘Years changed, but we stayed the same’.

Voicing the narrative is veteran actor-lyricist Piyush Mishra, whose earthy tone adds a whole new dimension to the film. To create this special film, Parle Products sourced various footage through different sources ranging from Getty to the Films Division, taking special permissions.  

TATA TEA PREMIUM

TATA Consumer Products' flagship brand TATA Tea Premium ‘Desh Ki Chai’ brought its Republic Day initiative 'Desh Ka Jhanki' that tried to capture the innate spirit of different regions. Drawing inspiration from its state-specific packs, each Jhanki (tableau) is designed with elements reflective of the pride of the region, capturing customs, traditions, and culture-specific to each state. The initiative paid ode to the amalgamation of diverse elements that makes India truly unique. Keeping true to its hyper-local strategy the initiative brought alive elements of each state with the special creative rendition that's akin to the tableaus of the Republic Day parade.

GODREJ GROUP

Every one of us has grown up singing and listening to the patriotic song ‘Hum Honge Kamyab’. On the occasion of India’s 73rd Republic Day, conglomerate Godrej Group has unveiled a rendition of this inspirational song ‘The Bharat Hoga Kamyab Anthem’. The music video conceptualised by the Corporate Brand & Communications team at Godrej and advertising agency Creativeland Asia features 13 frontline workers such as a doctor, nurse, police official, delivery executive, home visit technician, security guard, ambulance driver, milkman, municipal body and NGO executives. The #BharatHogaKamyab film also features individual Covid heroes and brands/institutions such as Apollo Hospital, CRY, Mumbai Thane Municipal Corporation among others, who took up unique initiatives for the well-being of citizens as we dealt with the pandemic.

HSBC Bank 

Canara HSBC OBC Life Insurance kicked off its digital campaign #GarvSeJeeyo ahead of Republic Day 2022. Built around its latest offering Guaranteed Suraksha Kavach– a niche product designed exclusively for Defence, Security and Police personnel, the campaign puts a spotlight on India’s brave soldiers and honours them for their selfless services. Furthermore, #GarvSeJeeyo conveys the message of living with pride despite the odds in life and essentials for smartly creating financial protection around self and family members.

FUJIFILM INDIA 

To mark the occasion of Republic Day, Fujifilm India has announced the launch of a Republic Day contest titled #ShareYourIndia. As part of the contest, Instax invited participants to share what they love most about the country and stand a chance of winning the best-selling Instax camera. The contest that went live on Instagram from 20 January will be open till 26 January and the winner will be announced on the 27th. To participate, users can upload their favourite photograph which depicts the belongingness and love that they feel for the country and supports it with a caption, using the hashtag #ShareYourIndia. The initiative is a part of Instax’s endeavour to help people archive their memories better and instill a sense of happiness, pride and nostalgia on this Republic Day.