Welspun celebrated Republic Day with an advertising campaign showcasing its deaf and hard-of-hearing employees performing Vande Mataram using sign language and vibrations. The campaign emphasised the need for inclusivity in everyday life and aimed to foster a culture of belonging among all Indians.
By inspiring audiences to embrace inclusivity as a core value, the campaign celebrates the spirit of unity in diversity that defines India, as a nation.
Motilal Oswal AMC promotes financial freedom
Motilal Oswal Asset Management Company (AMC) launched a Republic Day campaign highlighting the importance of financial planning through systematic investment plans (SIPs). The ad film portrays a husband waking up to join his building’s Republic Day celebration, which transitions into his wife inspiring him to take the first step towards securing their financial future with a SIP.
The campaign message—starting an SIP (/ˌɛs.aɪˈpiː/) is as simple as waking up—aims to educate the modern-day investors, encouraging them to celebrate the nation’s progress by planning for their own. Created by De Works Communications, the film builds on Motilal Oswal’s focus on SIPs and financial empowerment through relatable storytelling.
boAt celebrates ‘Made in India’
boAt launched its ‘Rock’in India’ campaign to showcase its achievements through domestic manufacturing under the ‘Make in India’ initiative. The campaign features a satirical mockumentary led by comedian Ravi Gupta, debunking misconceptions about the brand’s origins. The film communicates that over 75% of boAt’s products are ‘Made in India’, covering over six crore devices manufactured, and creating over 15,000 jobs within the country.
The film also highlights boAt’s partnership with Dixon Technologies as a key component of its manufacturing strategy in India. Released in Republic Day week, the campaign aims to inspire pride in the ability of Indian manufacturers to build high-quality and globally competitive products in India through innovation and efforts.
Air India unveils Republic Day Sky Parade with AR
Air India celebrated Republic Day with its ‘Sky Parade’ campaign, combining augmented reality (AR) technology with the pride evoking customary sky parade conducted on India’s Republic Day every year.
The campaign’s AR feature allows viewers to scan a QR code and witness a virtual aerial display of Air India’s fleet bedecked in its new branding avatar. The ad film shows a little girl complaining about not being able to attend the Republic Day parade due to her not being in India, especially the sky parade of planes. Upon this, her loving grandfather shows Air India’s sky parade, filling his granddaughter with joy as she experiences the augmented reality-powered fleet display.
Through this initiative, the brand aimed to connect even the non-resident Indians helping them experience the sky parade and connect with their homeland on Republic Day.
Liberty General Insurance captures diverse meanings of freedom
Liberty General Insurance launched a brand campaign film exploring personal interpretations of freedom. The film features individuals from various walks of life, reflecting on what liberty means to them, from a child dreaming freely to a retired army officer prepared for challenges.
The campaign seeks to connect with viewers by showcasing how freedom shapes citizens’ lives differently yet universally. Aiming to resonate with the idea of freedom in the minds of its target consumers, the brand aims to connect with them at a deeper level on the occasion of India’s 76th Republic Day.
CamPure’s campaign highlights fragrance innovation
Mangalam Organics launched an outdoor advertising campaign for its CamPure camphor freshener, 'Fragrance Missiles, Locked & Loaded!' on Republic Day 2025.
Targeting urban audiences, the campaign celebrates India's ingenuity and resilience, drawing parallels between its product and the nation's unique ability to innovate with purpose and creativity. The ad employs humorous, topical visuals to highlight the product's cone-shaped design. Rolled out in major Indian cities, the campaign involves billboard advertising in high-traffic areas to boost the brand's recall and consumer engagement.
Amala Earth integrates heritage into sustainable living
Amala Earth launched its 'Heritage to Home' campaign to mark Republic Day 2025. The initiative showcases India’s cultural heritage through a three-part visual series that weaves traditional crafts and ancient practices into modern sustainable lifestyles.
The campaign highlights Ayurveda and handicrafts, promotes mindful consumption, and supports local artisans as part of the brand’s 'Vocal for Local' initiative. By merging heritage with modernity, Amala Earth aims to inspire consumers to embrace sustainable living while preserving India’s traditions.
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