Revamped patriotic tunes: How corporations craft contemporary hymns for India
August 15, 2025, marks another year of celebrating India's Independence Day, and this year, brands have outdone themselves with their marketing campaigns. Our latest article, "Har Dhun Azaad, Desh Ek Raag" and "Raag Desh Sab Saath Badhein," delves into the most successful campaigns that emphasise patriotism, inclusivity, and creative user engagement.
Coca-Cola's "Celebrating Unity in Diversity" series, for instance, features portraits of people from various Indian states holding bottles personalised with their regional languages, evoking a strong sense of national identity and emotional connection. TVS Motor's "India Runs on Freedom" dynamic video showcases Indians riding vehicles across iconic landscapes, celebrating the freedom of movement and aspiration.
Vivo's "Faces Of Freedom" campaign invites users to share selfies with the tricolor under #FacesOfFreedom, culminating in a digital mosaic shaped like the Indian flag. Bajaj Avenger's #NoPlasticPatriotism Ad promotes environmental patriotism by showing a biker rejecting plastic flags and instead cleaning up litter, linking patriotism with sustainable citizenship.
Air India's "India se hoga" narrative inspires with an uplifting story about overcoming adversity, symbolising dreams and progress. Tata Tea's Desh Ka Garv – Pradesh Ki Kala Campaign celebrates regional art forms with limited-edition hand-painted kettles, blending tradition and innovation through AI storytelling.
Popular strategies across brands for 2025 include patriotic flash sales and themed discounts, user-generated content campaigns, and social media hashtag campaigns like #ProudToBeIndian. These campaigns successfully mix emotional storytelling, cultural symbolism, interactive participation, and responsible messaging to resonate deeply with audiences during Independence Day celebrations.
Notable historical best ads that continue to inspire include "Mile Sur Mera Tumhara" (1988), a timeless anthem of unity through diversity, and the "Silent National Anthem" (2010) performed in sign language for inclusivity. These set a benchmark for combining patriotism with social messages.
Overall, the best Independence Day campaigns of 2025 are those that connect authentically with national identity, actively engage audiences, and reflect contemporary values like diversity and sustainability while celebrating freedom.
You can read the full article on our website, share it on Telegram, Facebook, or by copying the link. The article was published on Aug 15, 2025, at 09:55 AM IST, and was written by Aprajeeta Tripathi.
- Coca-Cola's "Celebrating Unity in Diversity" series, a marketing campaign for 2025, features portraits of people from various Indian states holding bottles personalized with their regional languages, promoting a strong sense of national identity and emotional connection.
- TVS Motor's "India Runs on Freedom" dynamic video, part of their 2025 marketing strategy, showcases Indians riding vehicles across iconic landscapes, celebrating the freedom of movement and aspiration.
- Vivo's "Faces Of Freedom" campaign invites users to share selfies with the tricolor under #FacesOfFreedom, an example of a social media hashtag campaign that culminates in a digital mosaic shaped like the Indian flag, for 2025.
- Bajaj Avenger's #NoPlasticPatriotism Ad, a campaign for 2025, promotes environmental patriotism by showing a biker rejecting plastic flags and instead cleaning up litter, linking patriotism with sustainable citizenship.
- Tata Tea's Desh Ka Garv – Pradesh Ki Kala Campaign, part of their 2025 marketing strategy, celebrates regional art forms with limited-edition hand-painted kettles, blending tradition and innovation through AI storytelling.
