Brands
This Independence Day, brands celebrate spirit of frontline workers
NEW DELHI: Today, when India celebrates its 74th Independence Day, brands managed to engrave the patriotic sentiment through video campaigns on various social media platforms. Some brands took this as an opportunity and gave huge discounts on shopping and other offerings.
Brands from various categories like consumer durables, real estate, FMCG and others have rolled out quirky campaigns for the day.
Last year brands dedicated their campaigns to freedom fighters but this year the main theme for many brands is saluting the spirit of India’s frontline pandemic warriors.
Indiantelevision.com curated a list of a few such campaigns that have made an impact.
Blackberrys
Blackberrys, launched a new campaign #UnitedWeRise. In sync with the brand’s ‘Keep Rising’ philosophy; this latest campaign motivates the people to fight the obstacle of COVID2019 with strong will and unity.
The campaign encourages people to share their fighter spirit to sail through these tough times and to embrace this new normal with enthusiasm. The campaign is also backed by a special offer through which the customers can become a part of the noble cause of lending support to all the warriors including doctors, bankers, police officials and other safety workers who are selflessly working to achieve freedom from the virus.
Suzuki Motorcycles
The two-wheeler subsidiary of Suzuki Motor Corporation, launched the Independence Day campaign, #ParkForFreedom. The campaign consists of a digital film featuring Indian citizens revving their stationery vehicles and requesting people not to step outside their homes on 15 August unless it is absolutely essential. The heartwarming campaign where the sound of accelerating engines is rhyming with the melody of ‘Sare Jahan Se Acha’ song, conveys a public interest message to curb the spread of Covid2019 by staying at home this ‘Independence Day’. The five-day long initiative is targeted at two-wheeler riders across the nation.
MAGGI
Nestlé India announced the launch of “MAGGI Desh Ke liye 2 Minute – Ek Chhoti Si Koshish”, a set of year-long initiatives, across the country.
The initiative begins with a digital launch followed by several initiatives focusing on Swasthya (health), Swachhta (cleanliness) and Sahayata (co-operation) that will be unveiled as the year progresses. As part of these initiatives, MAGGI will partner with various entities, including reputed NGOs to assist society in a variety of ways.
The brand aims to provide for a meal to be fed to the disadvantaged and weaker sections of our population, support 10000 street food vendors come out of these challenging times and continue the environmental sustainability initiatives with a focus towards plastic waste management.
Tata Tea
Tata Tea Premium-‘Desh Ki Chai’ lend support to ‘Desh ke Karigar’, the brand has extended support to the Indian artisan community through a special ‘Desh Ki Mitti’ collection. The brand encourages Indian handicraft in partnership with Rare Planet, a young start-up focused on uplifting rural artisans that connects more than 2000 artisan families across India. This is an integrated campaign with print advertorials, digital, social media followed by influencers.
Nobel Hygiene
Friends Dry Pants – the flagship brand of Nobel Hygiene, specially designed for people suffering from Incontinence, launched its freedom campaign today via a national campaign across television and digital platforms. With Azaadi Mubarak, the campaign focuses on educating people about the problems faced when one goes through Incontinence and recommend an easy solution that is within everyone’s reach. Friends Dry Pants is an effective way to manage incontinence and the product is engineered for both men and women. The campaign will also create solidarity among people suffering from incontinence by letting them know they are not the only ones in this situation while helping them accept the truth.
Snapdeal
Snapdeal launched its ‘Pride of India e-store’ with specially curated patriotic-themed items. It also has products from Indian artisans, weavers, craftsmen, and women entrepreneurs. The move will also help sellers of these indigenous products revive business as they rebuild their businesses after the massive disruption due to the Covid2019 pandemic. The special promotion gives a boost to these indigenous Indian products.
The e-store also features casual apparel from famous India-made brands like Mufti, John Player, Spykar, Cantabil, and Duke.
Airowate
Airowater Private Ltd launched a campaign #HarBoondSeBadlegaIndia through which it aims to educate the people not only the threats of water security but also encourage the individuals to join hands towards a greener, healthier, and happier society.
The ad focuses on freedom from water shortage, diseases caused by water, freedom from plastic bottles, and ground water.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
