Soho Square has released an Independence Day centric #ProudlyIndian campaign for Lava International.
As a brand Lava believes that India is more than just a country. It’s an expression of pride that resides proudly in our hearts. The heartfelt story follows a little girl’s efforts to learn the patriotic song ‘Sare Jahan se Achha’ and it ends with another sweet surprise — her endearing performance with MS Dhoni singing along, leaving us all feeling #ProudlyIndian.
A big step in this context was their novel initiative ‘Design in India’, an inspiration from ‘Make in India’.
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square India, said, “I’ve been singing ‘Sare Jahan se Achha’ since the day of the shoot. I think this sweet little film will get many other Indians to do the same. A good thing to happen on Independence Day or any other day.”
Sunil Raina, President Lava International Ltd, said, “We take immense pride in being an Indian mobile handset brand. India is at the heart of everything we do at Lava and we are committed to offering valuable products to our consumers. Over the years, we have been building capabilities within India in product design & manufacturing – in order to make valuable technologies accessible and provide reliable products to our customers. Today, we are proud of being the only brand to have complete end to end control on product value chain within India, complemented by our robust distribution network and speedy customer service. Through #ProudlyIndian campaign, we wish to share our pride of being a truly Indian company with our fellow countrymen. This campaign is a unique celebration of our independence and tribute to the nation.”
Chandana Agarwal, President, Soho Square, North, said, “At Lava, ‘Make in India’ is not just a stamp, but the spirit with which everything is done. The ‘Design in India’ movement, through which Lava produced the first indigenously designed mobile phone was just one example of this philosophy. And this Independence Day, we bring to you another unique initiative – our latest campaign featuring MSD which highlights that Lava, like all of us, is wholeheartedly Indian and proud of it!”
Agency: Soho Square – North
Creative: Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square, Ranadeep Dasgupta, Saket Narayan
Account management: Chandana Agarwal, Kumar Deepak, Vineet Negi, Chaarvee Kumar
Production house: Chrome Pictures
Director: Hemant Bhandari