Expert Speak: Evergreen Independence Day campaigns that became a defining moment for the creative industry 

CCOs and NCDs of the Indian Ad industry look back at the golden era of advertising and share evergreen Independence Day campaigns that continue to be relevant to date. 

Back in 1988, when ‘Mile Sur Mera Tumhara’ was released, it was not just a campaign; it was a movement that unified the nation through a soul-stirring song. The campaign showcased people from different religions and walks of life, including Bollywood stars, sportspersons, classical musicians, and common people, singing together. The message was clear: despite our diverse backgrounds, we are one nation.

Another campaign that left a mark was the ‘Stand for the National Anthem’ campaign, introduced in 2003. The brainchild of Manish Bhatt and Raghu Bhat, this campaign encouraged audiences in cinema halls to stand up when the national anthem played before a movie. It was a simple yet powerful concept that evoked a strong sense of patriotism and unity among the viewers. The film ended with a hard-hitting message from Amitabh Bachchan, “Can you respect your nation if you cannot respect your national anthem? Respect the national anthem, respect the nation.”

These were the defining moments of the Indian Advertising industry, which encouraged many creative folks to follow lead. 

The baton of leading the advertising industry to its best form lies with current CCOs and NCDs and for them, one of the iconic campaigns are guiding lights. They guide them to delivering better work today. 

For Hemant Shringy, CCO, BBDO, one such Independence Day campaign that left a mark on him was 'Lead India.' It demonstrated how the power of creative storytelling could foster a sense of unity and social responsibility and captured hearts with writing, music and visuals.

He said, “I'm not sure if it was an independence campaign, but one with a nationalistic sentiment - the Lead India campaign. As a young creative person, I remember being in awe of it. The writing was just so profound and poetic. The music was rousing and the visual story inspiring. And it was probably the only purpose campaign way ahead of its times.”

Also Read: Iconic Independence Day campaigns that salute India’s spirit

Reminiscing about iconic campaigns, Amit Nandwani, NCD, Cheil India notes that the beauty of ‘Mile Sur Mera Tumhara’ lies in its ability to evoke patriotism without enforcing it. That remains to be an evergreen campaign for him. 

Sharing why, Nandwani said, “It’s a unifying song of India that has struck a chord with generations. No campaign has been able to instill a feeling of pride and patriotism among Indians the way ‘Mile sur’ has done. And what I love the most about the song is that it doesn’t force patriotism on us, it simply evokes it. No wonder, it was relevant then and it has become even more relevant in today’s polarising times.”

Mile Sur Mera Tumhara by Lok Seva Sanchar Parishad was promoted by Doordarshan (then India's sole TV broadcaster) and India's Ministry of Information. The song was composed by Bhimsen Joshi and arranged by Louis Banks, with lyrics by Piyush Pandey (then an account manager and presently the executive chairman and creative head of Ogilvy and Mather, India).

Authenticity Amidst Commercialization

While campaigns like ‘Mile Sur Mera Tumhara’ were born out of a genuine desire to foster unity and patriotism, the landscape has now changed. With the advent of technology and the prominence of the digital era, Independence Day campaigns have seemingly been reduced to a small moment in marketing where functional messages and brands take the foreground over the occasion. 

Besides, brands have now started staying away from politics and religion to play safe. 

Rohit Malkani, Jt National Creative Director, L&K Saatchi & Saatchi, said “Every Independence Day, brands are suddenly infused with a sense of patriotism. Most of these are misguided or cringeworthy because their desperate attempt at jingoism shows through.” 

He remembered old campaigns that have maintained their authenticity and continue to move audiences. Malkani said, “One is ‘Stand for the National Anthem’ done by Manish Bhatt and Raghu Bhat back in 2003 along with Gajraj Rao and the other is the ‘Silent National Anthem’ created by Amit Sharma and Bobby Pawar. Coincidentally, both are films created through an agency and production house/director collaboration. Reason why they are untainted and still give me goosebumps." 

The ‘Silent National Anthem’ campaign redefined patriotism by showcasing individuals with speech and hearing impairments signing the national anthem. These campaigns proved that emotions could be a driving force behind powerful Independence Day messages.

These campaigns not only captured the essence of Independence Day but also became timeless symbols of India's pride and glory. 

Going Beyond the Usual 

Apart from sharing patriotic messages, brands have also put the spotlight on issues that need our attention over the years. 

Vivek Bhambhani, Group Executive Creative Director, Grey Delhi & Mumbai, remembered Bajaj Avenger's campaign released in 2018 that was captivating and refreshing. He explains that rather than relying on the conventional 'desh-bhakti' approach, the brand chose a unique angle, presenting an ad that centered on the importance of keeping the country clean, and minimizing plastic usage.

He said, “This approach resonates profoundly because maintaining the cleanliness of our country is arguably a better way of showing your love for the nation. Moreover, what truly captures the audience's attention is the protagonist's unwavering determination to not buy the Indian flag from street vendors. This subtle yet impactful gesture creates a captivating narrative that keeps viewers engaged and curious to know more.”

Mukund Olety, CCO, VMLY&R takes a dig at the usual template seen during occasions. 

"I look forward to every ad that starts with 'This Independence Day, xxxxx…' You get the drift. I am of course saying this in a slightly humorous vein. Largely, I feel there is a sea of sameness in the communication around Independence Day. But I like brands that go beyond that customary one post or one ad. The Cadbury Unity Bar is an example of a brand doing something more. So, that would be my pick." 

The Cadbury Unity Bar campaign not only celebrated the spirit of unity in diversity but also actively promoted inclusivity by creating a chocolate bar with mixed flavors and textures. Such campaigns rise above the expected and deliver messages that resonate with audiences on a deeper level.

One of the modern days campaigns that inspired Binaifer Dulani, Founding Member and Creative, Talented is Google's Sounds of India. This included launching an AI-powered web app.

"One of my favorite campaign for the occasion continues to be Google’s ‘Sounds of India’ initiative that celebrated our diversity with music, and a human-use of technology,” said Dulani.

Using the Google app, users sang Jana Gana Mana into their phone, karaoke-style, and the app transformed their voice into one of three traditional Indian instruments.

Cut to 2023, the advertising industry is going through a massive change led by Artificial Intelligence (AI). Britannia's '1947% More History' campaign has leveraged AI to combine technology with creativity and leave a long-lasting impact on consumers. The campaign, conceptulised by Dulani and team at Talented Agency, is an ode to an entire generation of freedom fighters and to the very few living freedom fighters we have amongst us today.

"The fact that we used technology of the future as a window to the past felt like poetic justice," said Dulani about her new work.

While Britannia's 1947% more history is a campaign that was released this year, Dulani hopes it reaches evergreen status and becomes a way for brands to restore the significance of Independence day.

As AI brings a new wave of storytelling in the advertising industry, it is important to look back and remember the ones that became a defining moment for the creative industry.