Latest news with #August15th
Time of India
3 days ago
- Entertainment
- Time of India
The new playlist of patriotism: How brands are composing a modern anthem for India
For decades, our national anthem and patriotic songs have been the soul of August 15th. They are the classics, etched in our collective memory. But this year, as India marked its 79th Independence Day , a new playlist emerged. It wasn't one of soaring orchestral scores or grand pronouncements, but a rhythm of diverse voices, a fusion of tradition and modernity, and a chorus of individual stories. Brands, in a masterclass of cultural marketing, became the DJs of this new era, sampling from the past but mixing in the beats of a new, confident India. The spirit of this new rhythm was perfectly encapsulated by Elver, the innovative D2C electronics brand, with its campaign 'Har Dhun Azaad' . The film celebrates a unique symbol of freedom: the sound of India. For 79 years, our skies have been painted in the colors of liberty, but our land has always resonated with its music. The film unfolds through the real, unfiltered soundscapes of the country—birds taking flight over the Ganges, the pulse of the Mumbai local, the shaping of clay in Rajasthan, tea leaves being plucked in Assam, and the gentle rhythm of rain. Each sound is a thread in the nation's tapestry, woven together by Elver's in-house creative team who believe that to tell India's story, one must first listen to it. The campaign is an immersive tribute, reminding us that we are a land of sounds and every dhun is a voice of freedom. View this post on Instagram A post shared by Elver (@elver_audio) This modern ode to India's sonic identity found a timeless counterpart in ITC's musical tribute, Desh Ek Raag 2. Presented through the ITC Sangeet Research Academy, this performance is inspired by Raag Desh , a staple of Hindustani Classical Music, and enriched by collaborations with traditional Indian dance forms. It is a true embodiment of ITC's credo of 'Nation First: Sab Saath Badhein ' and a celebration of the Guru-Shishya Parampara that has nurtured India's rich musical heritage for over four decades. This year, Asian Paints also brought this spirit into living spaces with its campaign, 'The Colours of India.' A visually striking print campaign in leading newspapers featured a curated palette of tricolour hues, each with its actual shade code. The campaign turned the simple act of flipping a page into a moment of patriotism, reminding us that patriotism can be seen, touched, and cherished every day, offering consumers the freedom to bring their vision to life with a portfolio of over 5,000 unique shades. SBI released a film, 'Think Free - Soch Ko Kariye Azaad ,' conceptualised and executed by FCB Kinnect. The campaign honours a remarkable Indian whose life is a definition of courage and inspiration - Illuri Ajay Kumar Reddy, the SBI officer and Arjuna Awardee who captained India's Blind Cricket Team to five World Cup victories. His story, a powerful reminder that true freedom begins with freeing our thoughts, inspires us to look beyond our perceived limitations. In a similar vein of heartfelt tributes, JSW Paints, conceptualised by TBWA India, released a deeply emotional film to amplify its 'Think Beautiful' philosophy. The film captures a tender moment between a father and son where the son creates a hand-painted tricolour filled with textured storytelling for his visually impaired father, who experiences the national flag through touch and emotion. Likewise, Safed Detergent from Shantinath Detergents marked this Independence Day with a heartwarming film that revived the forgotten purity and symbolism of its own name, connecting the color safed (white) to the embodiment of truth, unity and courage. On this occasion, AIPL released a touching video as a tribute to the real heroes of the nation – our courageous soldiers and security forces, specifically honoring the steadfast soldiers of Operation Sindoor. Beyond the tricolor, brands explored what "freedom" means in the modern Indian context. In a sobering counterpoint to the festive mood, Niva Bupa launched its "No Freedom Sale" campaign, a witty and sobering reminder that unlike electronics or fashion, medical expenses never come with a discount. The campaign highlighted the importance of health insurance as a form of "true freedom" from unexpected medical costs, connecting financial security with patriotic sentiment in a fresh, compelling way. In a similar, but more proactive move, HDFC Mutual Fund announced the fifth edition of its # BarniSeAzadi campaign, a flagship initiative that champions financial independence for women. At the center of this year's campaign is the emotionally resonant film " Sapne Karo Aazad, " which tells the compelling journey of a young woman who, inspired by her mother's silent sacrifices of saving money in a jar, chooses a different path by investing through SIPs to ultimately achieve her mother's unfulfilled dream. Motilal Oswal Mutual Fund also unveiled a special campaign that honours India's spirited pursuit of freedom while drawing a parallel to the increasingly important journey towards self-reliance and financial independence. The film captures a warm exchange between a retired brigadier grandfather and his 20-something grandson. As they reminisce over their family legacy of freedom fighters and soldiers, the conversation shifts to the challenges of the present generation—staying relevant in the age of AI, and securing financial independence with SIPs—reminding us that while the meaning of freedom may evolve, the pursuit to achieve it remains timeless. Adding another beat to the rhythm of wellness, MediBuddy, India's largest digital healthcare company, launched its new campaign, "Let the Movement Begin," under the #FitIndiaFestival initiative, celebrating motion as an expression of personal freedom, strength and national pride. The "Made in India" narrative took center stage, championed by a younger, more dynamic generation of brands. Audio and wearables company Boat celebrated Independence Day with its "Rock in India" campaign, humorously taking a dig at social media trolls who often dismiss its 'Made-in-India' achievements. View this post on Instagram A post shared by Purav Jha (@puravjha) In a similar vein, Pepperfry, India's e-commerce furniture and home decor company, celebrated the pride of Indian craftsmanship through a special behind-the-scenes film, highlighting the livelihoods sustained by local manufacturing. View this post on Instagram A post shared by (@pepperfry_official) Mia by Tanishq, one of India's fine jewellery brands, marked this Independence Day with a heartfelt tribute to the skilled hands behind its jewellery. Conceptualised by Social Panga, the result, 'India Makes Us', is a film that honors the designers, gem specialists and karigars from across the country who pour their heart and skill into each piece. Even in the quick-commerce space, Gas-O-Fast's Independence Day campaign went beyond traditional celebrations, inspiring Indians to choose a Made in India solution for their healthcare needs. The campaign championed Gas-O-Fast as the natural, Indian solution for home-grown digestive issues. And in a fusion of technology and emotion, 99acres has done something rare this Independence Day-it used generative Al not as a gimmick, but as a lens to make the dream of home ownership feel deeply personal. Its short film, " Jahan Har Ghar Ek Aazadi Ka Naya Pata Hai ," recreates moments every Indian home-seeker knows-the turn of a key, the echo of laughter-to reframe property search as the freedom to live life on one's own terms. This approach perfectly sits at the intersection of ProTech and human emotion, proving that Al can be a powerful tool for uncovering the deeper, emotional stories of our lives. View this post on Instagram A post shared by (@99acresindia) The 2025 Independence Day campaigns collectively painted a picture of a nation that is confident in its identity and diverse in its ambitions. From the government's call for a personal connection to the flag, to brands linking freedom with health, finance, and local production, the campaigns reflected a sophisticated understanding of a modern, multi-layered India. They were a testament to the idea that patriotism is no longer just about grand gestures, but about composing a new anthem—one built on daily choices, individual contributions and a shared vision for progress.
India.com
5 days ago
- India.com
Independence Day 2025: 7 UNESCO Sites That Hold The Untold Secrets Of India's Freedom Struggle
Not Just Red Fort! India's freedom isn't just written in textbooks. It's carved into stone, whispered in corridors, and etched into the air of cities and towns that stood witness to the long road to travellers rush to the obvious — Delhi's Red Fort, perhaps the most photographed symbol of August 15th. But what if we told you: the story of India's struggle is scattered far beyond one monument? It's hidden in forts where cannons once roared, in colonial buildings where voices echoed in protest, in ports where revolutionaries slipped into the step into these living chapters — 7 UNESCO Heritage Sites where India's freedom is not just remembered, but felt. What makes these sites different from anywhere else in the world? It's not just the architecture. It's the both heritage and testimony. Beautiful on the outside, but carrying within them the pulse of a nation that refused to are not silent relics. They speak. Of courage. Of sacrifice. Of an India that was dreaming itself free. Tired of only visiting the Red Fort? These UNESCO-listed gems have their own freedom stories waiting to be told. 1. Cellular Jail : Where Walls Remember the Unbroken Andaman & Nicobar IslandsNot a palace. Not a fort. A prison. And yet, few places carry as much weight in India's independence saga as the Cellular Jail in Port political prisoners were sent to be forgotten — shackled in solitary cells, cut off from the world. Yet here, they turned suffering into resistance. Veer Savarkar. Batukeshwar Dutt. Their names still echo in the through the narrow hallways, and you don't just see history — you hear it in the creak of iron doors and the silence of empty cells. The light-and-sound show here doesn't just inform; it moves. 2. Victoria Terminus (Chhatrapati Shivaji Maharaj Terminus) : A Station That Saw a Nation Move Mumbai, MaharashtraTo the untrained eye, it's just a stunning Gothic building with stained glass and turrets. But during the independence era, this railway terminus was a nerve centre of movement — of people, of ideas, of underground fighters boarded trains here to travel across provinces, rallying support. Political leaflets passed hands between passengers. And after 1947, this very station saw celebrations pour onto its it's busy, loud, and modern. But stand still for a moment, and you can almost see the sepia-toned rush of history in the crowd. 3. Champaner-Pavagadh Archaeological Park : The Silent Witness to Rebellions GujaratChampaner isn't usually the first name that comes to mind when you think 'freedom struggle.' Yet, this medieval city at the foot of Pavagadh Hill was a quiet theatre of resistance in the colonial period, the forests and hills became shelter for local rebels resisting British economic policies. The ancient mosques, temples, and city walls here were backdrops to clandestine the ruins are serene. But the stones have memory — of a time when the fight for freedom wasn't just in the cities, but in the folds of rural landscapes too. 4. Mountain Railways of India : Tracks That Carried More Than Passengers Darjeeling, Nilgiri, and Kalka–ShimlaThese scenic train routes — now loved for their views — were once lifelines of the British Raj. But they also became routes of 1942, during the Quit India Movement, these lines carried messengers, pamphlets, and underground leaders through the hills, often right under the noses of colonial the slow clack of the toy train is charming, even nostalgic. But in its day, it carried urgency, secrets, and the heartbeat of a movement. 5. Jaipur City : Where Royalty and Resistance Met RajasthanJaipur's UNESCO-listed walled city is a riot of pink hues and architectural grandeur. But behind the ornate façades, history tells of a delicate dance between princely states and the British royals cooperated with the Raj; others quietly supported nationalist causes. Jaipur was a city of secret meetings in palace chambers, coded messages disguised as royal decrees, and courtyards that sheltered political its markets today and you'll hear the hum of trade, but somewhere in the echo is the hum of quiet defiance. 6. Churches and Convents of Goa : Where the Tide Turned Late GoaWhile much of India celebrated independence in 1947, Goa remained under Portuguese control until UNESCO-listed churches of Old Goa — like the Basilica of Bom Jesus — stood as grand symbols of a colonial power that refused to leave. But they also became silent witnesses to growing unrest, protests, and the final movement that merged Goa into the Indian whitewashed walls and baroque altars may speak of faith, but they also hold the sighs of a people who waited fourteen extra years to breathe free. 7. Qutub Minar Complex : A Tower Overlooking Change DelhiCenturies older than the British Raj, the Qutb Minar stood as a silent sentinel through the turbulence of 1857, when the First War of Independence swept through Mehrauli saw fierce fighting between rebels and British forces. The complex became a vantage point for watching the shifting control of the tourists come for its intricate carvings and imposing height. But if you stand at its base and look up, you can almost feel the way it must have loomed over a city in revolt. Why explore these sites for their freedom stories? Because beauty without context is just places let you step inside the story — to feel the weight of a cell door, the echo of a station hall, the quiet rebellion of a not just history lessons. They're empathy lessons. Practical Tips: How to Heritage-Travel Like a Freedom Storyteller Do your homework – Read about each site's role in the independence movement before visiting. Context turns walls into witnesses. Walk, don't rush – Give yourself time to notice the small details: inscriptions, wear on the stone steps, the view from a battlement. Speak to locals – Guides, shopkeepers, even old residents often know stories that books don't. Travel light but equipped – Good walking shoes, a notebook, and your curiosity. The hidden economy of visiting these sites When you explore beyond the obvious: You support local guides who keep oral histories alive. You distribute tourism benefits beyond overcrowded spots. You help keep these sites relevant for future generations, ensuring they're maintained not just as pretty landmarks but as national memories. Final Thought India's freedom story wasn't written in one place, on one date. It was stitched together in ports and palaces, in prisons and prayer halls, in train carriages and hilltop today, you can walk into those pages — not as a tourist, but as a witness. Because the fight for freedom may be over, but the responsibility to remember it?That's ours.
Irish Independent
7 days ago
- Business
- Irish Independent
Louth funfair standoff ends up in High Court – ‘It would ruin my business'
Council gave licence for 3-day event in Blackrock The fate of a Co Louth funfair which is a part of Blackrock village's traditional August 15th celebrations was set to be determined in the High Court on Tuesday. Louth County Council had granted a three-day licence for the funfair, run by local businessman Killian Allen, and when he signalled his determination to run the popular event for nine days, they indicated that they would issue legal proceedings.
