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Scuba divers display the national flag at the Aquarium Paradise on the eve of the 79th Independence Day, in Chennai on Thursday
| Photo Credit:
ANI
It’s standard practice for brands to re-imagine the meaning of freedom in their Independence Day campaigns. This year, there seems to be an added subtext of freedom from tariffs in brand messages, given the ‘Made in India’ push in campaigns, initiatives and special collections.
For instance, audio and wearable brand boAt’s “Rock in India” campaign puts the spotlight on its “Made-in-India” story. The campaign honours the “hard work” of 15,000 Indian employees emphasising that over 8 crore units of its products have been “engineered, designed and manufactured in India”.
Or take Myntra’s initiative to promote emerging made-in-India brands. Ahead of Independence Day, the fashion platform launched a “zero commission” structure for three months for emerging brands in the women’s ethnic wear space as part of its Myntra Rising Stars programme. Chosen brands get benefits such as high impact visibility and end-to-end onboarding support. The platform said it aims to onboard 500 women’s ethnic wear brands in the next three months. Sharon Pais, Chief Business Officer, Myntra, said, “The Indian ethnic wear landscape beautifully reflects the richness of our cultural heritage and craftsmanship. The festive season being a high consumption period across the country, we are deeply committed to providing an ecosystem for the next generation of brands that celebrate this legacy with a zero commission construct.”
Celebrating craftsmanship
MMTC-PAMP has decided to launch a limited edition “Sone ke Chidiya” gold coin embossed with “Nayi Udaan” which it said is a “ symbolic representation of India’s rise in this new world order”. Meanwhile, Tata Tea’s “Desh Ka Garv” Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra.
Several brands have taken the musical route. SBI General Insurance has released a sonic tribute to India’s extraordinary journey. The campaign creates a fresh rendition of India’s national anthem using iconic sounds from India’s independence to the digital era including UPI.
ITC too has paid a musical tribute. Sanjiv Puri, Chairman, ITC Ltd, in a LinkedIn post stated, “On the occasion of India’s 79th Independence Day, it gives me immense pleasure to present Desh Ek Raag 2, a tribute to our beloved Nation. Beautifully crafted by the Gurus and scholars of the ITC Sangeet Research Academy, this musical rendition celebrates the tradition of Guru Shishya parampara, where Gurus and scholars live, learn and nurture Hindustani classical music.”
Published on August 14, 2025
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