Republic Day OOH campaigns that turned patriotism into powerful moments
This year, brands once again stretched creative limits, turning national emotion into a platform for innovation, solidarity, and pride.
Marketing Moments
Republic Day has steadily evolved into a showcase for bold outdoor advertising, where brands compete not just for attention but for cultural intelligence and situational relevance.
The most impactful Republic Day OOH campaigns stand out because they are grounded in location, timing, and insight, using physical spaces, real-world settings, and national rituals to present ideas that feel inevitable rather than decorative.
From awe-inspiring spectacles to interactive public art and tech-enabled installations, Republic Day OOH is no longer limited to visibility alone; it is about crafting experiences that make people pause and linger in memory well beyond the site itself. This year, brands once again stretched creative limits, turning national emotion into a platform for innovation, solidarity, and pride.
Zepto Takes the Tricolour to the Stratosphere. Zepto celebrated Republic Day by unveiling what it called the highest-ever flag display in the stratosphere, elevating the national emblem to an altitude rarely associated with brand activity. Using high-altitude balloon engineering and live visual documentation, the effort blended science with symbolism. By shifting the flag from conventional OOH environments into near space, Zepto built a moment engineered for digital virality while staying closely tied to Republic Day sentiment.
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Ambience Mall Hosts a Three-Day Live Rangoli Experience. In the run-up to Republic Day, Ambience Mall in Gurgaon featured a 20 ft x 20 ft live rangoli artwork crafted across three days by Bhagyashree Deshpande, a Pune-based rangoli artist known for world records. The piece, titled United We Stand, unfolded in front of shoppers, allowing visitors to watch the design come alive gradually. Rather than static festive decoration, the installation functioned as a live performance, where time, craftsmanship, and scale communicated themes of unity and shared progress.
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ONGC Highlights India Energy Week with Digital OOH. During India Energy Week, ONGC used digital outdoor screens around its pavilion to hint at a larger immersive showcase. Its Instagram line — “This is just a glimpse of creativity at ONGC pavilion at India Energy Week. The best is yet to come...” — suggested a phased reveal strategy. The visuals merged patriotic motifs with narratives of innovation and energy, presenting ONGC as both a legacy public sector enterprise and a future-focused energy brand during the Republic Day season.
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Memorable Republic Day OOH Campaigns Through the Years
Zomato’s Wagah Border Billboard Zomato’s Republic Day installation near the Wagah Border remains one of India’s sharpest examples of context-led outdoor advertising. Positioned close to the India–Pakistan border, the billboard used the brand’s trademark understated humour to reference hunger and meal timings during the daily retreat ceremony. Its power came from placement — a site loaded with political and emotional significance — and from its minimalism, using just a few words to spark nationwide discussion.
Tata Tea Desh ki Jhanki Campaign Tata Tea Premium – Desh Ki Chai introduced its Desh ki Jhanki initiative for Republic Day in 2022. Staying true to its hyperlocal philosophy, the campaign offered audiences a virtual 360-degree experience of 3D Jhankis (tableaus) paired with compelling storytelling that recreated historical milestones from different Indian states. Viewers could explore Jhankis representing Delhi, Uttar Pradesh, Haryana, Bihar, Punjab, Odisha, West Bengal, and Maharashtra via a dedicated microsite.
Republic Day Recruitment Hoardings by the Indian Army The Indian Army’s Republic Day recruitment billboards have long relied on powerful visuals — soldiers in motion, solitary helmets, or boots set against rugged landscapes — accompanied by spare lines like “Do you have it in you?”. Without brand clutter or festive decoration, these hoardings stand apart from commercial messaging, using silence and understatement as their strongest creative tools.
