Bajaj Avenger: Show Your Patriotism (2018)
Bajaj Avenger’s 2018 Independence Day campaign “#RideYourIndependence” built its argument around the motorcycle itself as a symbol of personal freedom. The film challenged Indians to not limit their patriotism to a single day in August, but to live it daily through their choices, their movement, and their refusal to be constrained by what others expect of them. Bajaj Auto’s own history, founded in November 1945 just two years before independence, gave the brand a natural connection to the occasion without requiring it to be manufactured. The campaign tied the open road to the idea of individual liberty, making the act of riding not just a product message but a philosophical one.
Parle-G: Tribute to the Armed Forces (2018)
Parle-G, a brand whose biscuits have fed Indian soldiers through multiple conflicts, released a 2.5-minute film under #YouAreMyParleG as a tribute to the Indian Armed Forces. The film followed the real story of soldier Ankit Singh behind enemy lines, building an emotional bridge between a biscuit found in every Indian home and the men who protect that home. The brand’s connection to independence was not manufactured for the occasion. It was drawn from its own 1929 origin story.
Britannia: 1947% More History (2023)
Britannia used its own age as the creative hook. Founded in 1892, the brand had been present through India’s entire freedom struggle and its aftermath. The campaign, titled “1947% More History,” leaned into the specific number with a film that connected the brand’s own timeline to India’s historical milestones, positioning a biscuit company not as a participant in Independence Day but as a witness to it across more than a century.
Asian Paints: Dawn of Valour (2024)
Asian Paints partnered with St+art India Foundation, the public art organisation behind some of India’s most celebrated murals, to produce “Dawn of Valour.” The campaign commissioned large-scale public artworks celebrating unsung heroes of India’s freedom movement, placing them in public spaces where they could be encountered without a media buy being required. The brand’s product gave it a natural entry into the conversation about what India looks like, and the St+art partnership gave the artworks permanence beyond the campaign.
Liberty Shoes: #InTheNameOfLiberty (2019)
Liberty Shoes built its campaign around the word it has always owned: liberty. The #InTheNameOfLiberty film explored the idea that freedom is not only political but also personal, social, and economic, drawing a direct line from the independence India won in 1947 to the freedoms still being sought and protected today. For a footwear brand, the metaphor of movement and forward momentum carried the argument naturally without requiring a stretch.
JSW Paints: Think Beautiful (2024)
JSW Paints launched “Think Beautiful” as its Independence Day campaign, using the act of painting not as a product demonstration but as a metaphor for the ongoing construction of the nation. The campaign celebrated the people who build India’s physical landscape, from painters to architects to artisans, positioning the brand inside the labour of nation-building rather than simply alongside its celebration.
SBI General Insurance: #TributeToIndia (2025)
SBI General Insurance worked with music composer Sneha Khanwalkar to produce a reimagined rendition of the national anthem built entirely from the sounds of India’s post-independence journey: the whistle of steam engines, school bells, typewriter clatter, keypad phone beeps, video game chimes, and UPI transaction alerts. Each sound marked a chapter in India’s development from 1947 to the digital era. The film blended archival footage with contemporary imagery, building the anthem from evidence of national progress rather than from its familiar musical arrangement.
Tata Capital: Aaj Ke Freedom Fighters (2025)
Tata Capital’s Independence Day 2025 campaign “Aaj Ke Freedom Fighters” shifted the conversation about freedom from history to the present moment. The brand film presented four stories of ordinary citizens acting as modern changemakers: a woman advocating for the rights of senior citizens, an interviewer shortlisting a specially abled candidate based on talent, a young girl rescuing an injured puppy, and a corporate professional educating underprivileged children. The campaign argued that freedom is not only found in the history books but in the everyday choices people make to shape a better future, running across digital platforms in the lead-up to August 15.
TVS Credit: A Loan Called Freedom (2025)
TVS Credit used Independence Day 2025 to reframe what a financial loan means to an aspiring Indian. The campaign “A Loan Called Freedom” positioned credit not as debt but as an enabler of personal independence, drawing a direct line between India’s national freedom and the individual financial freedom that allows ordinary people to own a vehicle, build a home, or start a business. The campaign film is listed prominently on TVS Credit’s official platform and represents the brand’s consistent positioning of financial access as a form of dignity and self-determination for its customers.
