New Delhi: Amidst the high spirited yet restricted celebration of the nation’s 74th Independence Day, Nippon India Mutual Fund, one of India’s leading Mutual Fund, launched #HumBadhengeTohBadhegaIndia, a digital campaign celebrating the undying spirit of India. DViO Digital conceptualised and set the tune to this anthemic song for the occasion with an aim to inspire ‘Atmanirbharta’ and ‘Unity’ in the face of adversity.
The motivational piece showcases the patriotic DNA of the brand and is an ode to the people of the country during these unprecedented times. The song inspires its audience to adapt to the changes in post-COVID environment, excel and help the country progress. The lyrics especially strikes a chord in the audience’s heart and mind by reminding them that progress of the nation is driven by the progress of individuals.
The video as a whole propagates the message of ‘Power of an Individual’ in driving change. This rings true now more than ever with the obstacles faced by our nation that is fighting an invisible enemy. Today it’s important to form a united front to defeat the enemy and achieve the long-standing vision of ‘Atmanirbharta’.
Talking about the campaign, Sandeep Walunj, CMO, Nippon Mutual Funds said, “The COVID-19 crisis has got the best out of everyone. We have seen so much of intent, innovation and resilience around us that it inspired us to come up with this ode. Nippon India Mutual Fund has always believed in the growth potential of India, we hope this anthem will revitalise and invigorate people to progress our way ahead of the crisis.”
Speaking on successfully executing the campaign, Sowmya Iyer, Founder & CEO of DViO Digital said, “Videos have always played a significant role in communicating the zeal and aspirations of the people whereas music has served as a gateway to greater humanity. The combination of visual and the upbeat tune was meant to send out a dynamic and robust message to keep up the morale and strive to fulfill the raison dêtre of our country.We married the intrinsic brand proposition of Nippon India Mutual Fund and the momentous occasion of Indian independence Day to that effect which became a force multiplier.”
The motivational anthem can be viewed on: