MxMIndia

Tag: Independence Day

  • Sanjeev Kotnala crosses his fingers fingers as he waits for the next communication from Kalyan Jewellers

    Kalyan Jewellers scores on I-Day. What next?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe whole atmosphere during Independence Day is of sales in the market and a surging patriotic feeling. At every moment, the citizens are prompted to respect the people working on the border, to buy Indian-made goods, to speak of India’s achievements and so on. It is also when the brands leverage the associated emotions, strumming the emotional chords. Some make a ruckus, and few make an uncluttered, nurtured sweet melody. It is always a subject which can go wrong. This year, Kalyan Jewellers did touch the hearts full of patriotic tsunami around Independence Day with their simple film with a twist at the end.

     

    The whole nation on the day celebrates its freedom. The masses salute the Tiranga, and stories and songs of velour and bravery are on the loudspeaker. The nationalistic feeling has found new exponential heights with the ‘Har Ghar Tiranga’ campaign.

     

    Kalyan Jewellers released its film, which, not to any surprise, opened up on the marriage ceremony. Quite a few jewellery designs were displayed before the news comes in. There is a call from headquarters, and the person has to join immediately. The message is not sent to the person but is relayed like the old-time radio transistors. Jokes apart, you see the person carrying the ironed uniform apologising that the call of duty has to be respected. And then, as the person leaves, you realise you have been tricked. And in fact, you have allowed yourself to be nudged into being tricked.

     

    The Kalyan Jewellers hint at honouring the strength, grace, and resilience of our brave men and women who shine brighter than their finest jewels. There is no other specific action, call for action or anything else. You feel good. Your heart, surging with the waves of patriotic emotions, feels justified and calmness returns. You forward the file. For others to see and learn. You think you have done your good deed of the day. And for a moment, if you are in the market for gold/diamond buying, you subconsciously make an appointment with the Kalyan Jewellers shop you have seen in the city.

     

    As for the grand, the film works. Independence Day is over; the film presence in digital slowly starts dropping in intensity, and you realise that you have been tricked thrice over. Once you watched the film the first time, once when you forwarded it to share it on social media and now when the brand moves on. Maybe it is not the end, and perhaps we will see many different situations featuring many more professions and empowered women defining a new audience subset.

     

    I hope I am proven wrong. And Kalyan Jewellers does not stop just at this film or communication. I hope they take the thought further. They now have a solid franchise of networked jeweller shops nationwide and have grown out of the Gold- and gold-making charges ads featuring AB. These ads like Subh Muhurat, Muhurat Jewellery, reaching 200 Shop milestone,  True Emotion, or Bridal Collection have served their purpose. Maybe Kalyan Jewellers will leverage the aura and personality of Big B in a better frame. Maybe. And I keep my fingers crossed as I wait for the next communication from Kalyan Jewellers.

    They definitely hit this one for six.

    Hope I am proven wrong.

     

     

     

  • Highlighting the importance of responsible citizenship

    Parkmate launches digital campaign

    By Our Staff

     

    Parking Solution start-up Parkmate launches its latest digital campaign, #Dutyisnotover, aimed at highlighting the importance of responsible citizenship. The campaign is being rolled out across Parkmate’s various social media platforms, bringing attention to the mishandling of Indian national flags after Independence Day celebrations.

     

    The #Dutyisnotover campaign is more than just a hashtag-it’s a call to action and a reminder that genuine patriotism is a daily practice that goes beyond flag-waving on a single day. The campaign centers around a poignant video that underscores the significance of treating the national flag with respect and dignity, even after the fervor of Independence Day has subsided.

     

    Abhimanyu Singh Co-founder, CMO/COO at Parkmate: “We at Parkmate believe that patriotism isn’t just a once-a-year affair. It’s about the collective responsibility and pride we should exhibit in our daily lives. Our #Dutyisnotover campaign seeks to remind everyone that the values we celebrate on Independence Day should guide our actions every day, including the way we treat our national flag.”

     

  • Our offices are closed on August 15 for Independence Day

    Happy Independence Day. See you on Aug 16

    By Our Staff

     

    Our offices are closed on August 15 for Independence Day. Hence there will be no updates or newsletter edition tomorrow. We’ll be back on Wednesday, August 16 with our regular fare of news, views and analyses.

     

    We wish you a very Happy Independence Day!

     

  • Titled #PragatiKiDhun

    K Raheja Corp film on I-Day

    By Our Staff

     

    As India marks her 77th Independence Day, K Raheja Corp has unveild a music campaign titled #PragatiKiDhun. It has been created by the real estate major’s inhouse corporate communications Team. The idea though, adds a communique, was born during an ideating discussion with its social media agency, The Small Big Idea.

     

    Speaking on the musical’s launch, Cheryl D’souza Waldiya, AVP – Corporate Communications, K Raheja Corp said: “Through #PragatiKiDhun, we have endeavoured to capture the myriad everyday positive encounters that Indians experience with our brands. We have artfully woven distinct sounds from construction sites and each of our brands, harmonising them to weave in the melody of the iconic patriotic song Saare Jahaan se Accha. The purpose is to ignite a sense of patriotism, while highlighting the pivotal role that the real estate industry plays in propelling India’s advancement, beyond of bricks and mortar.”

     

     

  • Desh Ki Chai celebrates Desh Ka Garv- Handlooms of India

    Tata Tea pays homage to handloom legacy this I-Day

    By Our Staff

     

    On this Independence Day, Tata Tea premium pays homage to India’s handloom legacy this with its ‘desh ke dhaage’ campaign. Tata Tea Premium has collaborated with Okhai, an online clothing and accessories store, for the purpose.

     

    The story of the offerings have been knitted together in a TVC conceptualised by Mullen Lintas that celebrates India’s vibrant handloom legacy.

     

    Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said: “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”

     

    Commenting on the campaign, Hari Krishnan, CEO of Mullen Lintas added: “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”

     

  • The marketing approach aims to maximise reach and consumer engagement

    Croma launches I-Day Campaign

    By Our Staff

     

    Croma has launched a series of digital films as part of its Independence Day Campaign, “Let Freedom Find You.”

     

    Conceptualised by Croma, directed by Gaurav Gupta, and executed by Mothership Productions, the campaign comprises three 10-seconders.

     

    Commenting on the campaign, Shibashish Roy, Chief Operating Officer Croma, said: “We believe technology is more than just a tool; it’s a way to limitless freedom. Our ‘Let Freedom Find You’ campaign shows how technology lets us escape the ordinary, find joy, creativity, and express ourselves. We are passionately committed to inspiring people to find their unique journey to freedom as they seamlessly integrate technology in every aspect of their lives.”

     

  • The campaign is titled 'Tareeke Anek, Maksad Ek'

    Myprotein launches campaign on I-Day

    By Our Staff

     

    Myprotein, the leading sports nutrition brand, has announced an Independence Day campaign titled ‘Tareeke Anek, Maksad Ek’.

     

    Speaking about the initiative, Sanya Chhabra, Regional Marketing Manager, Myprotein Emerging Markets said: “Myprotein is thrilled to launch the ‘Tareeke Anek, Maksad Ek’ campaign, where we celebrate the incredible diversity of the fitness community in India. Our vision is to create a global health movement and engage Indians to live healthier and more fulfilled lives. Through this campaign, we aim to inspire and bring together individuals from different backgrounds, united by their passion for fitness and love for their country.”

     

  • To drive sales of 4K, QLED, and Mini LED TV range

    TCL launches campaign to celebrate I-Day and Onam

    By Our Staff

     

    TCL consumer electronics brand has launched a campaign – ‘Celebrate Greatness’ to celebrate the spirit of 76th Independence Day and Onam. The TV giant aims to reach out to people of different geographies and demographics with offers on its 4K QLED HD Smart TV range.

     

    The newly launched campaign will also drive the “Celebrate Greatness Sale” through influencer collaborations across the country. Each collaboration will be targeted at demonstrating TCL’s stunning design for the latest home interiors, showcasing various TV models, demonstrating the ways to style TCL TV into home décor, etc.

     

    Philip Xia, CEO of TCL India said: “Independence Day and Onam are both significant occasions that celebrate the diversity and greatness of India. Our campaign talks about the greatness of the different aspects of India as a nation, thus localizing the entire campaign and promoting the awareness about TCL’s technological capabilities at a global level that makes a perfect match for a viewer’s entertainment experience.”

     

  • To present awards on August 23

    IAA IndIAA Awards to salute 75 years of Independence

    By Our Staff

     

    The IAA India Chapter will conduct its annual IndIAA Awards in Mumbai on August 23.

     

    Megha Tata

    Said IAA India Chapter President Megha Tata: “As the country celebrates 75 years of its independence, we will be structuring our awards event around the meaningful role communication has played in fostering the idea that is India. I am very happy that in its 7th year the IndIAA Awards has carved out a special prestigious niche in the minds of the communication industry.”

     

    Abhishek Karnani
    Abhishek Karnani

    Added IndIAA Awards Committee Chairperson Abhishek Karnani: “These are unique awards that salute real hardworking advertising. The short list is compiled by a set of senior journalists and these are judged by an eminent jury comprising of advertisers who own and invest in brands. The awards are presented to the co-creators of the winning work”

     

    This year the jury chair was Suresh Narayanan, Chairman & Managing Director, Nestle India and included Charulata Ravikumar, Managing Director-Accenture; Karan Shroff, Partner & Chief Marketing Officer, Unacademy; Vineeta Singh, CEO & Co-Founder, Sugar Cosmetics & Vivek Khanna, COO, Mahindra Holidays & Resorts India Limited.

     

  • Can Har Ghar Tiranga be Har Saal? Sanjeev Kotnala hopes this does not remain a one-time campaign

    Tiranga everywhere

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAs I look outside, I can see that the density of Tiranga decorations is slowly decreasing. And am sure that in a few days, it will be tough to catch a sight of the tricolour in the near vicinity. Unlike other years, there was something different. The energy and public participation were like any other major community/ religious festival.

     

    Yes, there was the usual hoisting of the national flag, a march past and the patriotic songs blaring since morning.

     

    The permission to fly the Tiranga at home is not new. It was in 1995 that Navin Jindal approached the courts as the Flag Code prohibited flying the tricolour by private citizens. The Supreme Court’s 2004 judgment allowed every citizen to fly the national flag with respect, dignity and honour, thus making it a fundamental right. However, more changes were needed in the Flag Code before the Har Ghar Tiranga festival could be pushed. The Flag Code of India, 2002 was amended permitting national flags which were machine-made or made of polyester and earlier handmade khadi material. Further amendment on July 19 2022, allowed the flag during day and night, thus paving the way for the nationwide celebration.

     

    It is different that if one strictly followed the Flag Code, many citizens could be under scrutiny and penalised for Flag misuse. Understanding the passion and the festivity – many incidents have been overlooked as they confirmed flying the flag with respect and right intent.

     

    There was a marked difference in the level of respect and care demonstrated by the citizens. There was social media communication on how, when and where to fly the Tiranga. How to dispose of and what to do after the festival. Some brands sensing the opportunity, have come forward for the proper disposal of Tiranga with all respect and care. We need more of it.

     

    The government could be faulted for not using the opportunity to push educating citizens about the national flag and anthem. It could have been done by communicating it through media- and would have been a minor part of the overall cost. Maybe the media could have done it on their own.

     

    It is essential to impart this knowledge, respect, and care in the early stages of education- at the school level. In marketing and branding terms, this was a 75th year celebration, a window of opportunity to recharge the nation. A perfect window for a Har Ghar Tiranga campaign.

     

    Further, it may be noted that the government, as part of the Har Ghar Tiranga, urged the citizens to fly Tiranga at their homes. However, the citizens have the full freedom and fundamental right to fly Tiranga every day and night of the year.

     

    TIRANGA SHOULD UNITE, NOT DIVIDE.

    Tiranga is a national pride that every citizen respects and cares for. So, making it in any way associated with religious and regional symbolism is a waste. One was surprised that SRK and Aamir Khan flying Tiranga at their residence was news for all the wrong reasons. Flying Tiranga or not flying it is in no way a measure of someone’s Desh bhakti – patriotism or nationalistic sentiments. It should remain so.

     

    NET-NET

    I hope this does not remain a one-time campaign. I hope we use the two opportunities almost six months apart, Independence and Republic Day, to celebrate the nation. And for that to continue and be purposefully pushed, we need to be cautious, educated, and respectful in handling the nation’s pride- our Tiranga.

    I hope that in future, we do not have to make do with wrongly crafted, poorly printed and shoddily cut fabric as the tricolour. I wish that we get back to only hand-woven Khadi material Tiranga. Perhaps, it is time that we have a set window for the national anthem and hoisting of the flag across the nation on such a day.

     

  • … by the death of stockmarket investor & billionaire Rakesh Jhunjhunwala, notes Ranjona Banerji

    When I-Day celebrations were almost overshadowed….

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiThe death of stockmarket investor Rakesh Jhunjhunwala on August 14 almost overshadowed India’s Independence Day celebrations.

    Media outlets were lavish in their praise of the late billionaire. They informed readers and viewers who may not be up on stockmarket that Jhunjhunwala was “India’s Warren Buffett”, that he was the “Big Bull”, and that he “always believed in India” (whatever that means) and he was a big “philanthropist”.

    Jhunjhunwala also invested in companies and that often meant that those companies did very well and made a lot of money for their owners. He apparently was not a big investor in internet startups. He had recently started an airline.

    And let’s not forget that he “believed in India”. Some clarified that he believed in the Indian stockmarket. Or that he felt that the Indian stockmarket had not been given its due. I quote from the Times of India’s front page: “Rakesh Jhunjhunwala, Big Bull who backed India, dead: …always believed deeply in India… unflagging belief in the country…” (see screenshot).

    Of course in today’s newspaper rules, the news part (how and when) is left out or comes later on the assumption that the internet and TV got there first. So, news about what happened to the gentleman comes in para 3, after all the commentary and praise. Obviously there was no mention of Jhunjhunwala’s comment that democracy was a hindrance to growth. India’s doesn’t do obituaries, only eulogies. And to be fair, no article claimed that the late investor believed in Indian democracy.

    I was however somewhat saddened by the “Big Bull” name, by just about every news outlet, because I belong to that generation where the Big Bull was Harshad Mehta. One article even said the first Big Bull was MJ Pherwani. Given the whole stockmarket scam of 1992, “Big Bull” had become a somewhat pejorative term. Clearly, times change.

    I was also intrigued by the philanthropist bit. I have a crazy interest in the overall general lack of generosity of big Indian business. Belief in India or not.

    An internet search for philanthropy informed me that he had invested in Asoka University. Am not certain that qualifies as philanthropy exactly.

    He had also planned “in a candid admission” said Business Today, though I am uncertain why candid has been used in this context, to set up a foundation. The article from 2021 candidly admits that Jhunjhunwala did not specify what this foundation would do but that it would have a starting capital of Rs 500 crore.

    https://www.businesstoday.in/latest/in-focus/story/rakesh-jhunjhunwala-lays-down-charity-plans-to-set-up-foundation-with-over-rs-500-cr-capital-301672-2021-07-18

    America’s Warren Buffet of course has planned to give away 99 per cent of his wealth ($103 billion) to charity. And has already given away a lot.

    Of the Pledge that Buffet and Bill Gates started, Wipro’s Azim Premji was one of the first Indian businesspersons to sign up, the Nilekanis, and Anil Agarwal of Vedanta have also signed up.

    The news that Jhunjhunwala ($8.5 billion) wanted to give his money away is great news.

    One would only wish that the media would tell us exactly what, in a few candid admissions.

    Instead, we have speculation and guff.

    https://www.forbes.com/sites/naazneenkarmali/2022/08/14/billionaire-investor-rakesh-jhunjhunwala-known-as-indias-warren-buffett-dies-at-62/?sh=2cfccd4e7378

    https://www.india.com/business/rakesh-jhunjhunwala-as-a-philanthropist-big-bull-donated-approx-rs-13-69-lakh-per-day-5571664/

    Perhaps Jhunjhunwala’s family will fulfil his wishes.

     

    **

    Meanwhile, as journalists and their newsrooms forget all about Jhunjhunwala by next week, on to India’s 75th year and 76th Independence Day celebrations.

    The usual high praise minus context for the Prime Minister’s speech. Uncontested were his comments on ending corruption (am certain I heard that in 2016 on the eighth of November to be precise), how women should not be insulted (also on the day, rapists and murderers of Bilkis Bano and her family were granted early freedom for Independence Day), and how family favours or dynasty and nepotism were wrong (shhh, not a word about the Union Home Minister’s son and the BCCI).

    That India’s first Prime Minister Jawaharlal Nehru was left out of several official government released and photographs did not get as much traction as it should have, in the mainstream media. Barring perhaps from The Telegraph.

    Aaj Tak has to win the award here for trying to follow the BJP government diktat in erasing Nehru by sticking an anchor right in front of Nehru, while showing a film from August 15, 1947. Apparently, they later “corrected” this.

    Get fooled by this if you really want to be a fool.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • Our offices are closed on Monday, August 16 on account of Independence Day

    Happy I-Day. See you on Aug 16

    By Our Staff

     

    Our offices are closed on Monday, August 15, as it’s Independence Day. Hence, there will be no scheduled update or newsletter on that day.

     

    We wish our readers a very Happy Independence Day.

     

    We will be back on Tuesday, August 16. See you then.