For Independence Day this year, Lava Mobiles released a film capturing sounds of India while MP Birla Cement’s new spot redefines the meaning of independence. But the week cannot be complete without talking about the epic ad by Epic Games waging war on Apple. Ritwika Gupta shares her views.

Brand: Lava Mobiles

Lava Mobiles’ Independence Day ad introduces the mobile brand’s signature tune which brings alive the sounds of India. Titled ‘Desh ki apni Dhun’, the film has been recreated with sounds we hear on Indian streets. Whether it is the rattling of “ghungroos”, clinking of “banta bottles”, the sound of traffic or pouring of “cutting chai”, the film captures sounds that emphasize that we are a nation of diversity, where each one of us has a unique voice. I love the fact that the ad is built on such an artistic idea – sounds. Sounds that we can never forget if we live or have lived in India. Sounds that make India such a diverse country. The ad attempts to celebrate every voice of India, and there perhaps could not have been a better occasion than Independence Day to express this concept and launch the tune. The film is well shot and positions Lava Mobiles as a brand that understands the diversity of the country. An excellent way for a homegrown mobile brand to emotionally connect with the Indian audience, on the occasion of independence day!

Campaign: Desh ki apni Dhun
Agency: 82.5 Communications 

Brand: Epic Games

Last week, game developer, Epic Games filed a lawsuit against Apple following the removal of the iOS version of its battle royale game ‘Fortnite’ from the App Store. Apple had removed ‘Fortnite’ from their app store after accusing the maker of the game, for violating their in-app payment guidelines. In an obvious parody of Apple’s iconic 1984 commercial that introduced the original Macintosh computer, Epic Games released an ad, explaining its position. The 1984 advertisement, directed by Ridley Scott, portrayed Apple (and the Macintosh) as a rebellious upstart, willing to challenge the status quo.

36 years later, the tables have turned. Epic’s new spot now positions Apple as the oppressor. We see the dictator as a man with an apple for a face on a giant screen talking to a soulless, black-and-white audience. As he says that last line (which is also used in Apple’s ad), a woman throws a Fortnite pickaxe at the screen, invoking the classic image from the “1984” commercial of a woman throwing a hammer at the screen.

I think it is a brilliant rebuttal ad, made swiftly in time to strike while the iron is hot. OR maybe Epic Games clearly planned it out in advance. It’s funny because even though the game maker broke the app store rules which resulted in Fortnite’s removal, the ad successfully portrays Apple as the totalitarian here. They’re not the liberators that they were in 1984 anymore. In 2020, Apple is projected as an evil empire and a big bad bully. I cannot say who is going to win the legal battle but Epic Games surely used a clever strategy to appeal to people for support through this campaign.  

Apple’s 1984 ad is iconic but I think going forward, it will be hard to mention Apple’s ad without talking about Epic’s retaliation. The campaign is bold and lands a hard punch!

Campaign: Nineteen Eighty-Fortnite – #FreeFortnite

Brand: MP Birla Cement

MP Birla Cement released an Independence Day film this year that tells us that true independence is about the freedom to reach out and extend a helping hand in times of need. It is about opening our hearts and homes to people during these unprecedented times. The ad opens with an elderly man taking us through his daily activities. We learn that he lives alone as his son stays in U.S. From having chai to watching television, he shares what all he does in a day during the lockdown. It is only towards the end we realise that he is not living at his own home. He is living with his son’s friend who reached out to him because he was all alone. The film pays a tribute to this spirit of togetherness and coming together of people. It salutes people who gave others freedom from the loneliness that had descended into the lives of those who were all alone during the lockdown. A beautifully made film that implies that a home does not always have to be a brick and mortar construction. It is indeed more about building relationships. It is a heart-warming narrative and the sentiment captured in the film will resonate with a lot of people, during these times.

Campaign: Mera Ghar
Agency: Ogilvy Kolkata