From Cadbury Max Life to Aegon Life Insurance and Zivame, brands highlight how meaning of independence varies in these uncertain times.

From showcasing its inherently Indian roots to paying tribute to the armed forces for their sacrifice, This Independence Day, brands across the spectrum celebrate our 74th year of freedom by expressing their idea of independence and bring it out in the world for all to see and experience.

Max Life

Max Life Insurance Company Ltd. salutes the contribution of the Indian Army by launching its own initiative ‘Rakshak’, dedicated to serving the armed forces of the nation. In the latest video, Angad Bedi, face of the ‘Rakshak’ initiative, salutes the army personnel for their courage, selfless resilience and dedication towards protecting the country, while urging them to financially protect their own family and loved ones from unforeseen contingencies.

Tata Salt

This Independence Day, Tata Salt urges the nation to come together with the same fiery patriotism as shown during the Indian Independence movement to take efforts in fighting the COVID-19 pandemic. Featuring LT. Colonel Inderjit. S. Gill (Veteran 1971 War), the spirit is bought alive through an emotional digital film using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal. Being true to its motto of ‘Desh Ki Sehat, Desh Ka Namak’, Tata Salt appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance to fight this pandemic.

Aegon Life Insurance

With the pandemic rampaging through the world, Aegon Life Insurance’s #TensionSeAzaadi campaign showcases how the meaning of freedom is different for everybody in modern-day, especially in the current uncertain times. The film is created by Brandmovers.

Lava Mobiles

After PM Modi’s call for Atmanirbhar Bharat, Lava Mobiles leveraged the occasion of Independence Day to showcase its Indian roots with Desh KI Apni Dhun, Desh Ka Apna Lava campaign. The campaign features Lava Mobile’s signature tune which is has been recreated with the sounds we hear on Indian streets