Top Independence Day ads from the last five years

• Brands often leverage the occasion of Independence Day to mull over pertinent questions such as freedom from gender discrimination or plastic pollution.
• With Independence Day around the corner, we look back at campaigns from the past five years that nudged us to question the status quo or took us down the memory lane.
• So, here’s to the past that made us and the future in the making.

Every year on 15th August, India celebrates its independence. This earmarked day brings along an opportunity to reminisce over our past, remember the struggles of our forefathers, be grateful for today and set new goals for the future.

As India completes its 75th year of independence, the levels of pride and excitement is high across the country. This year, brands have united to bring our attention to issues that we are still not independent from like racism, gender inequality, ignorance and power play, that we encounter everyday and choose to ignore. They are also using this opportunity to thank our frontline warriors, who have held the country on their shoulders for the past two years. Tricolor is already splashed all over the digital media with patriotic gusto riding through people’s hearts.

Last year, the theme for Independence Day 2020 celebrations was 'Atmanirbhar Bharat' or self-reliant India. As a result, brands dedicated 2020’s Independence Day to our indigenous artisans and karigars who have been affected due to the pandemic and health workers’ resilient spirit. This year, the theme of Independence Day celebrations will be 'Nation First, Always First.’

We bring to you a list of advertisements from the past five years that celebrate the heroic sacrifices of our armed forces to tales of unity today:

Tata Tea | 2021

TATA Tea Premium celebrates this Independence Day by bringing out a unique #DeshKaKulhad collection in partnership with Rare Planet - a startup that promotes the work of local Indian artisans. The proceeds of the sale of these exquisite hand painted Kulhads will help to lend support to the artisan community that has been severely impacted by the current times.


Cadbury Unity Bar 2020
In 2020, Mondelez India’s special limited-edition Cadbury Unity Bar caught everyone’s attention. This very special Cadbury bar – a combination of dark, blended, milk and white chocolate united in one bar, epitomized the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our Unity in Adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times.


Tata Salt | 2020

Tata Salt urges the nation to unite with the same fiery patriotism as shown during the Indian Independence movement to take efforts in fighting the COVID-19 pandemic. The spirit is brought alive through an emotional digital film using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal, featuring a veteran of the 1971 war. The brand appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance.

Liberty Shoes | 2019

Liberty Shoes partnered with Piyush Mishra to mirror the reality of today’s world in 2019. It came up with an action rather than a solution to evoke the sense of urgency and seriousness amongst the audience. They took examples from everyday life like racism, gender inequality, disrespectful behaviour towards women that we encounter and choose to ignore. It’s not the actions we blame, but also the mindset we carry.

United Colours of Benetton | 2019

This campaign showcases how a simple act of compassion and mutual understanding can allow a nation as diverse as India, to co-exist in harmony and peace.

Bajaj Allianz | 2018

Created by WATConsult, the campaign expresses a ‘special emotion’ of freedom embraced by the LGBTQAI+ community on Independence Day. The video highlights this community coming together, cherishing and celebrating their true freedom to love, highlighting the sentiment of Independence Day that resonates with every Indian.

United Colours of Benetton | 2018

This social experiment #UnitedByHope, featured older India where people talk about the importance of religion and the importance of accessories associated with religion like kada (bangle), pagdi (turban), rosary, burkha etc and compares it with younger India. It highlighted how kids can subtly lead the older generation along the path of unity irrespective of religion or caste, and slowly but surely paving the way for a united future.

Vivo | 2018

Made by advertising agency Bang in the Middle, the video features a young woman driving on a highway when her car breaks down. It portrays her innate fear of being around unknown men at an odd hour of the night. The subtle message embedded in the film is revealed at the end. Even a harmless helping hand induces apprehension in an Indian woman instead of a sense of comfort. With this campaign, Vivo asked an important question: do women feel safe in today’s Independent India?


Parle G | 2018

The digital campaign was created by an agency called Thought Blurb, and was marketed under the hashtag ‘#YouAreMyParleG’. The emotionally provoking film not only details on the real-life life of Ankit Singh behind enemy lines but also gives sentimental insights about his familial ties. The micro-movie ends with the message that some people turn into the whole nation’s packet of Parle-G. The final message makes a fitting end that also encapsulates the spirit of the hashtag ‘#YouAreMyParleG’.

Airtel | 2018

Two days before India’s 72nd Independence Day, Airtel India gave the country a new rendition of our beloved national anthem

Bajaj Avenger | 2017

On the occasion of Independence day, Bajaj Avengers released their communication titled #RideyourIndependence which equates freedom of our country with women liberation. It ends with a powerful message from Mahatma Gandhi, ‘The day a woman can walk freely on the roads at night, that day we can say that India has achieved independence’. The film had clocked more than 7.2 million views on YouTube in less than 24 hours.

iD Fresh Foods | 2017

This campaign intended to spread awareness around the plight of the families of our army martyrs, encouraging the public to pledge their support to the well-being of these families. It highlighted the hardships that a martyr’s family undergoes.