afaqs!, Mumbai

The spectrum of Independence Day ads...

Keeping in trend with moment marketing, many brands have created Independence Day campaigns that play on the concepts of patriotism and love for the country. In particular, two campaigns caught our eye. One was by McDonald's and one was by United Colors of Benetton.

The campaign by United Colors of Benetton is hinged on the concept of communal harmony and according to a press release, is based on a real life incident. Speaking about the film, Sundeep Chugh, CEO, Benetton India said: “As we mark India’s 73rd Independence Day, we are still striving to achieve holistic unity and peaceful co-existence. There are many Indians who work tirelessly to keep together the social fabric of our nation, #UnitedBy is a salute to their efforts. Benetton’s new campaign, UnitedByHarmony is our attempt to showcase how each one of us has the power to stand up against the divisive landscape by simply being thoughtful and respectful towards others who might have a different belief system than our own.”

The second ad that caught our eye was a campaign for a brand that is traditionally considered 'American.' McDonald's latest ad campaign by 22feet Tribal Worldwide references naturally sourced ingredients, in a bid to emphasize on the 'Indian-ness' of the burgers.

Speaking on the campaign, Arvind RP, director – marketing and communications, HRPL said, “Our goal has always been to only use the best and the freshest ingredients to make the food we serve. To ensure this, over the years, we have invested significantly to bring in global best practices and the latest farming technologies to India that empower our farmers to locally grow and produce world-class ingredients.”

Gaurav Magotra, business head- West, 22feet Tribal Worldwide added, “The brief for us was to tell the right story- the Good Food Story of locally ingredients sourced from different parts of India. And what better occasion than Independence Day to talk about the food that is truly Indian. #TrulyIndianBurger celebrates a little bit of India that is present in all the McDonalds burgers.”

Credits for #UnitedByHarmony –

Brand – Benetton India

Advertising Agency – Majama Labs

Creative Director- Ronak Chugh

Credits for #TrulyIndianBurger -

Content: Vivek Bhatia, Deepshikha Mishra, Dhruvi Pandya

Design: Siddesh Sapte, Mallika Amlani, Trupti Jadhav

Business Management: Gaurav Magotra, Raghav Chitra, Gatlin Raberts, Sonali Savla

Tech: Shravan Date, Vijay Khamitkar, Vinod Vishwakarma

Analytics: Prateek Vora, Ishaque Shaikh

Production: Beyond Studios

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