MYNDROOT’s celebration of Independence Day – an Agency’s perspective
On the stroke of midnight, as the clock-hands joined palms and the digital calendars and phones updated the displayed date to 15th August 2022, India celebrated its 76th Independence from British tyranny, an occasion hailed by the government as “Azadi ka Amrit Mahotsav” with a vision to activate India 2.0, powered by the notion of a self-dependent India aka the Atmanirbhar Bharat.
This initiative became a grand success, thereby probing every brand to engage in a competitive strategy to outdo competitors in a bid to seduce their respective target audience.
We, at MYNDROOT, being a premier digital marketing and brand marketing agency had our fair share too in this advertisement tussle.
Let’s have an in-depth look at the campaigns we launched for our clients this Independence day.
Being a leading manufacturer of premium home-care products, the brand’s primary target audience is located in the vicinities of Assam, Jharkhand & northern parts of West Bengal. Thus, catering to the same target group, we at MYNDROOT created a campaign #AmritMahotsav that honored the intrepid contributions of our freedom fighters & how India’s freedom struggle unfurled through the afore-mentioned states and districts with the aim to remind ourselves of those troubled times.
Beginning our recap journey with the Sannyashi revolution in the 1770s, we traversed through the annuls of time from the ruthless execution of Khudiram Bose to Pritilata Waddedar’s suicide in order to avoid torture and humiliation at the hands of the British army to the famed Quit India Movement in 1942. We ended our voyage on a different note though – whereas India commemorates 15th August 1947 as its Independence Day, we took up another historic date – 14th April 1944, when the Indian National Army celebrated undivided India’s independence at Moirang, Manipur under the leadership of Netaji Subhas Chandra Bose.
Headed by an astute businessman Nikhil Jain, Rangoli is a leading ethnic brand for women which have stood the test of time through its opulent and exotic designs. We, at MYNDROOT, being Rangoli’s creative partner, pioneered this year’s Independence Day campaign #UnitedByFabric with the idea to illustrate the wide cultural heritage of India through the varied styles and forms of the most famous Indian ethnic attire – Saree.
We explored the forgotten origins of the renowned Benarasi art in Pali literature, about how our myths of Ramayan & Mahabharata are depicted as border embroideries in Kanchipuram Silk sarees, the unique temple motifs specific to Tussar, the gold-and-cotton-thread-muslin artworks of Jamdani and how it was patronized by the Mughals, and how Gandhiji himself termed Khaddar as Khadi which became a symbol of India’s Independence struggle in itself!
Established back in 1986, Onestar garments has proved itself as a noted innerwear brand with its pan-India presence.
For Onestar, this Independence Day, MYNDROOT has curated a series of trivia posts under the campaign #AmritMahotshab which narrates the many historic moments of India’s freedom starting from Goa’s independence from the Portuguese to the reason behind Lord Mountbatten’s choice of 15th August to be selected as India’s Independence Day.
Thus, to conclude, this is our humble attempt to portray the many shades of Independence which in turn also aid our clients to grow and prosper in their business journey.