Every year, around this time, a plethora of brands ride on invoking patriotism as August 15 nears. Many of them are about how and what to celebrate on this day of national pride and importance for every Indian.
Amidst all this advertising clutter, Bajaj Avenger’s new Independence Day digital film touches on a highly relevant issue that concerns all of us – our indiscriminate use of plastic.
The agency behind the campaign, Mullen Lintas Mumbai, has consciously steered away from clichéd content seen around 15th August. Last year the brand had shown us a glimpse of a utopian India – where women of the nation are truly free and liberated.
This year it draws our attention to the unpleasant reality currently plaguing our nation.
The film opens on an Avenger rider heading out of the city. The shot is followed by a few relatable situations where hawkers try to sell the national flag to the rider. Curiosity is piqued when he refuses to buy a single flag in spite of several attempts to persuade him, leading one to question his sense of patriotism.
But all of this is laid to rest in the final sequence, with ‘SaareJahaan Se Achha’ playing in the background, as he walks into an area where an I-day celebration has ended, leaving behind used plastic cups, plates and scores of flags scattered all around. He then proceeds to pick them all up, carefully segregating the flags from the other plastic junk.
In essence, this film sends out a dual message – a warning about the overuse of plastic that threatens our environment as well as a counterpoint to the increasing trend of tokenism that has crept into our celebrations during Independence Day.
“Avenger stands for liberation. We felt we could offer a reality check to the nation on a day that stands for liberation, urging citizens to live the essence of Independence Day by taking steps to free India from plastic pollution” said Narayan Sundararaman, Vice president – Marketing, Bajaj Auto.
Amer Jaleel, Chairman & CCO, Mullen Lintas said “Last year we created what turned out to be a memorable piece of content on Independence Day with a quote by Gandhiji and point of view on how a woman feels about liberation. In our heads, Avenger owns the liberation space and we have to have a take on August 15. This year we are back with a comment on what it means to have true patriotism in your heart aptly called #NoPlasticPatriotism”
The campaign is being promoted exclusively online.
Link to campaign:
Creative: Amer Jaleel, Garima Khandelwal, Satish Sethumadhavan
Brand Management: Priya Balan, Ahsan Khan, Bhavi Gala
Narayan Sundararaman, Shardul Mujumdar, Shardul Verma