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Ogilvy India goes into patriotic overdrive for Republic Day

Ogilvy India and its second agency Soho Square created several special campaigns for January 26, a national holiday celebrated as Republic Day in India.

The agency’s Kolkata office working for MP Birla cement, came up with ‘Flag without colours’, a project to create a Braille flag which was taken to schools for the blind across the country.

Engraved into the flag was text in Braille that explained what the three colours and symbol on the flag stood for.

Speaking about the film, MP Birla Cement’s executive president Sandip Ghose said: “In this 70th
year of the Republic, the values embedded in our Flag are relevant more than before. This is a small endeavour on our part to make the celebrations of the Republic Day more inclusive.”

Ogilvy Kolkata executive creative director Sujoy Roy added: “This was just a humble attempt at including those who have been deprived of sight in a celebration that is rightfully theirs. I can only hope that someday, the ‘flag without colours’ will become as common a sight as the tricolour.”

The Mumbai office of Ogilvy created a salt art tribute to India modelled after rangoli, a popular Indian art form which involves creating patterns or art using a set of fine powders.

Speaking about the campaign, Tata Chemicals head of marketing for the consumer product business Sagar Boke said: “Our communication idea is to let the citizens know the privileges of being part of the world’s largest democracy and the importance of January 26 the date that officially made us the republic. Our rights and privileges are like salt: they  go unnoticed and we realise their importance when they are missing.”

Indian mobile phone maker Lava which, like other Indian brands in the category, has faced tough competition from Chinese smartphone brands, decided to infuse patriotism with its #ProudlyIndian film, highlighting the tendency to give celebrations around Republic Day a miss.

The film was created by Ogilvy India’s second agency Soho Square.

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