MUMBAI — In honor of Indian Independence Day August 15, OYO Rooms, a branded network of hotels, rolled out a digital film that dramatizes the role India's "freedom fighters" had in pushing the British to relinquish control of its former colony.
The spot, which lasts more than six minutes, envisions an alternative India in which Indians are treated without respect or compassion in their own country.
The film titled "Jai Hind" features Bollywood actors Manoj Bajpai and Raveena Tandon and has been conceptualised by Boring Brands. The film, an official statement informed, is a tribute to India’s Freedom Fighters. An accompanying social media campaign invites participants to share what freedom means to them.
Set in 2015 Mumbai, the film depicts a couple on an evening out. The couple, on a motorbike, discuss what to have for dinner in celebration of the lady’s birthday. They meet with an accident as a car slams against them. The car comes to a halt as the lead couple lie on the road. Its driver, a foreigner, opens the door only to curse, "Bloody Indian!" before driving off.
What transpires next is an extreme view of what might have happened to the couple if India had not attained independence. But the film pulls back to present-day, independent India and plays out the happy scenario before saluting freedom fighters who enabled India’s freedom.
Ritesh Agarwal, founder and CEO, OYO Rooms, said, "Personally, this concept resonated with me because as an entrepreneur I am living my dream, something that probably would have been impossible if we didn’t enjoy the freedom that we do.
"As an Indian entrepreneur today, the sky is the limit with Indian entities competing on a global stage. India today is a land of opportunities, poised to be among the developed countries of the world and our generation is lucky to be living at a time where we have the freedom to pursue our dreams. With this video we hope to salute the heroes who gave us the country we are living in today."
Anshul Sushil, co-founder and CEO, Boring Brands, added, "The idea behind this campaign is to drive home the message that our freedom isn’t something we should take for granted. Today’s digital world is all about brevity and we’ve seen how impactful the short film format can be. It’s exciting that startups like OYO Rooms can collaborate with mainstream actors to put out an important message. Working on this campaign has been incredible and I hope the film leaves the audience thinking about freedom the way it did with me.’
Client: OYO Rooms
Agency: Boring Brands
CEO – Boring Brands: Anshul Sushil, Aakriti Bhargava
Founder and CEO – OYORooms: Ritesh Agarwal
Production house: Kreative Wings Studios
Director (film): Vinay Jaiswal
This article first appeared on campaignindia.in.