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New Delhi: As India marked 79th Independence Day this year, brands across the country chose to celebrate the occasion by blending creativity with culture, heritage, and social values.
From reimagining the tricolour through art and sensory experiences to spotlighting regional traditions, hidden destinations, and even oral health, these initiatives brought stories of pride, discovery, and inspiration to life. Through digital films, music, and interactive experiences, companies engaged audiences in ways that went beyond conventional messaging, weaving national pride into everyday rituals and modern storytelling.
boAt highlights Make in India achievements initiative featuring Purav Jha
boAt, India’s audio and wearables brand, highlighted its Make in India initiative through a video featuring popular content creator Purav Jha. The video humorously addresses social media claims that boAt products are ‘Made in China’, showing factory workers following Purav as he mimics viral internet trends to draw attention to the brand’s Indian production. Scenes include Purav performing the “Pehla Tu, Dooja Tu” hookstep and rallying workers with Speed’s “Suuuu!” Squats, spotlighting their production achievements. The film concludes by revealing that boAt works with over 15,000 Indian factory workers to manufacture 8 crore units annually.
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Tata Tea Premium celebrates India’s regional art with AI-backed Independence Day film
Tata Tea Premium marked Independence Day with the 2025 edition of its ‘Desh Ka Garv’ initiative, highlighting India’s regional art through a collection of hand-painted artisanal kettles. Created in collaboration with Kaushalam, the collection features Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra motifs, reflecting cultural heritage from across India. The campaign includes an AI-assisted film bringing these art forms to a contemporary audience, with celebrity singer Piyush Mishra providing the voiceover.
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Safed detergent revisits symbolism of white in Independence Day film
Safed Detergent from Shantinath Detergents released a film on August 12, 2025 reflecting the symbolism of white in India’s freedom struggle. The film follows a child preparing for a school fancy dress competition, with his grandfather highlighting how white, Safed, once represented truth, unity, courage, and peace. Ritum Jain, Director at Shantinath Detergents, said the film underscores keeping “our nation’s conscience unstained,” closing with the message: “Jab Dil Mein Ho Safed, To Saare Jahan Se Achha Desh.”
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UBD’s Soorahi spotlights India’s hidden destinations in ‘Spirit of Discovery’ initiative
Soorahi, the blended whisky brand from Uppal Brewers and Distillers, launched its first digital initiative, ‘Spirit of Discovery’, ahead of India’s 79th Independence Day. The project encourages exploration of lesser-known Indian destinations, cultures, and traditions, featuring a travel contest offering sponsored trips. The rollout includes teaser videos, a jingle film, influencer-led reels from creators such as Prabhav Sharma, Dev, Raul Brady and Raghav Rai Ralhan, and public vox pops in Delhi and NCR. The initiative concludes on 14 August with a film recapping the locations, crafts, and cultural highlights. Subrajit Majumdar, Head of Marketing at UBD, said the campaign celebrates “the spirit of discovery of flavours, traditions, and our own Indian identity.”
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JSW Paints reimagines national flag through Independence Day film
JSW Paints released a digital film on August 13, 2025 that offers a sensory take on the national flag for Independence Day. Conceptualised by TBWA India, the film shows a father and son creating a hand-painted tricolour using JSW Paints’ Aquaglo range. The son guides his visually impaired father’s hand across the painting, allowing him to experience the flag through touch and emotion. The film closes with the message, “Khoobsurti, jo dil ki aankhon se bhi dekhi ja sake,” highlighting JSW Paints’ philosophy of seeing beauty beyond sight.
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Colgate India launches ‘Dental Veer’ anthem to promote children’s oral health
Ahead of Independence Day, Colgate India released its ‘Dental Veer’ anthem as part of the Bright Smiles, Bright Futures® programme, encouraging children to take charge of their oral hygiene. Penned by lyricist Swanand Kirkire and composed by Micu Patel, the anthem highlights essential habits such as brushing twice daily, proper brushing techniques, regular brush changes, and healthy eating. Featuring the voices of children, the initiative aims to make oral health education engaging and empowering for young audiences.
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