Azadi Ka Amrit Mahotsav: The launch of a massive re-brand for India
People became visibly more bonded than ever, exchanging greetings — not as a national observance, rather at a deep, personal level.
The sense of ownership, pride, unity among the citizens of India has multiplied manifold - thanks to the initiatives launched as a part of the Azadi Ka Amrit Mahotsav (75 years of India’s Independence).
How did a national convention, become a celebration of every Indian household?
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# 1: Communicating a clear vision:
The theme of India 2.0 was articulated without any ambiguity.
‘Panch Pran’ (a 5-dimensional transformation plan) was announced to lay out a vision from both — a tangible development and a mindset shift lens. It encompassed multiple aspects like:
Now.. the goal is clear.
Having a vision is the first crucial step. Just as important is making sure it reaches people, and adequate buy-in is secured. How was this done?
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# 2: Making it a Mahotsav:
‘Mahotsav’ = Grand Festival.
Celebrations are a great part of the Indian culture. Hence, building on what is cherished already, 75 years of India’s Independence was not observed as an event, rather meticulously planned to make it a nation-wide festival! Activities conceived as a part of Azadi ka Amrit Mahotsav took inspiration from traditional festivals and promoted comradeship.
Multiple collaborative campaigns were launched to activate each of the Prans. The campaigns majorly focussed on educating & entertaining people by encouraging them to do simple activities consistently. Citizens started celebrating it in their own way, including participating in hackathons, marathons and other challenges.
Even I launched a series #SpectrumOfSplendours to celebrate Colourful India with 75 posts.
All of this gradually elevated Azadi ka Amrit Mahotsav from a government initiative to a mighty national movement, driven by the people.
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Great!
But with so many people from different walks of life on board, how can oneness / steering towards a united goal be maintained?
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# 3: One common, strong identity:
Let’s zoom in on a tremendously successful campaign launched as a part of the Mahotsav - HarGharTiranga. The idea focussed on bringing together a diverse set of people by building association with one, common, solid identity - the national flag.
HarGharTiranga means - Tricolour (Indian flag) at every home.
As simple as it sounds, it went on to touch & unite everyone - irrespective of their religion / economic status. It propagated a very straightforward concept that can be easily implemented by all. This made it super easy to relate to, resonate with, and reciprocate.
The flag of Bharat started being hoisted in places unimaginable - from the houses in the smallest of towns, to monuments around the world, and even being unfurled in near space!
A renewed sense of belonging was established through this campaign.
And this is not majorly because of every home possessing a flag, but because of making every citizen interact & connect with the flag. That is the power of cascading a strong identity, and activating its emotional appeal.
This Mahotsav continues to be so powerful that the sentiments associated with August 15th is no longer just about recalling India’s independence, rather a reminder to the potential of this Independent India.
Given the audience scale, diversity in culture, beliefs, financial status, behaviour, accessibility.. I feel - Azadi ka Amrit Mahotsav is the most ideal example of how well you can launch a massive re-brand, with tremendous people participation. Isn’t it?
It’s indeed an exciting time to be a part of India’s growth journey. Jai Hind!