Jaquar Group, a bathing solutions company, rolled out a TVC on the eve of India’s 70th Independence Day. The film has been conceptualised by Crescent Communications.
The ad opens shots with from India's freedom movement—both archive and reenacted—interlaced with scenes of the country’s modern agriculture and manufacturing. The voiceover says, “Remember why our freedom fighters believed in Swadeshi. The leaders of our freedom struggle believed in themselves, you and me, and India. In our skills and ability to match up to the best of world standards, Jaquar salutes that spirit of Indian-ness.”
The film cuts to shots from the Jaquar's factories and the voiceover explains that the company has followed the freedom fighters' mantra and adopted the highest quality standards in products. The spot closes with the patriotic song 'Sare Jahan se Accha' playing in the background, while the voiceover says, “Jaquar. Proudly made in India, for the world.”
Sandeep Shukla, Jaquar’s head of marketing and communications, said, “Jaquar Group has always been proud to be a brand born out of India. Through this campaign we want to reawaken the pride in products that are made in India and inspire Indians to believe in themselves, in their skills and abilities to compete against the world’s best. To show the world that yes, we Indians have it in us to excel in every aspect. That we are Saare Jahan se Accha."
Client: Jaquar Group
Agency: Crescent Communications
Creative director: Dipanshu Saha