Script-heavy ads rule the roost this Republic Day

As India celebrates its 69th Republic Day today, brands too have laced their communication pursuits with patriotic undertones. Distancing themselves from clichéd stereotypical ads, this year brands have decided to take the 'content-road' to create script-heavy films, thereby ditching the formulaic patriotic ads which only end up splashing the tricolours throughout a videos run-time.

Ads released by Bajaj V and Mother's Recipe have issue-based stories at heart. Be it discussing 'War Widows' (Mother's Recipe) or peeping into the lives of national heroes other than those in uniform (Bajaj V), both brands highlight inconvenient topics which are otherwise ignored during festive occasions like this one. While Bisleri and Mahindra Truck & Bus tread familiar territory when it comes to celebrating national pride, Ixigo and 1mg take the poetic route to engage viewers in long-format video films.

A look at the ads which could make it to the afaqs! list...

1. 1mg

1mg ad titled, 'A Tribute to the Indian Army Medical Corps'

2. Mahindra Truck & Bus

Mahindra Truck & Bus' new ad titled, 'Happy Republic Day'

3. Bajaj V

Bajaj V's new ad presents the stories of three 'Invincible Indians' who exemplify what a true republic means

4. Mother's Recipe

Mother's Recipe's new ad titled, 'War Widows, our Veer Naris - Shouldering every role!'

5. Bisleri

Bisleri's new ad titled, 'ONE NATION. ONE WATER!'

6. Ixigo

Ixigo's new ad titled, 'Train Mein Hai Ghar Wali Baat'

This listicle will be updated once early next week.