Republic Day asks brands to mark a significant national moment in a way that feels authentic rather than obligatory. On January 26, 2026, Schbang worked with six brands across categories to create topical posts grounded in specific cultural truths. The approach was straightforward, identify real experiences that make Republic Day meaningful, then connect those moments to what each brand actually represents.
- LEGO: The Aerial Display Moment
LEGO’s Republic Day focused on a specific experience: watching fighter jets trail saffron, white, and green across the sky. The content centered on that visceral moment, the goosebumps that come with the aerial display. By connecting the wonder of flight with imaginative play, the topical execution created a natural bridge between joy and national pride while aiming to drive visibility and engagement.
- Imagine: Motivation and Progress
Imagine’s topical execution explored the connection between personal drive and national advancement. The content framed Republic Day not as a standalone celebration but as part of an ongoing story, how determination, both individual and collective, continues to shape India’s trajectory. The key message was clear: motivation is the key to progress.
- Kotak811: Banking Built for Digital India
Kotak811’s post used Republic Day to reinforce its positioning as accessible, digital-first banking for contemporary India. Speaking to millennials and Gen Z, the topical content showcased Kotak811 as a proud Indian bank built for the people of India, a financial institution designed for how Indians actually live today.
- IIFL Home Finance: When Values are Rooted, Nation Grows Stronger
IIFL Home Finance’s Republic Day outreach connected home ownership through a clear insight: the values that shape responsible citizens are first cultivated within homes. The short digital video captured how everyday moments within Indian households connect to larger ideas about nation-building.
By linking concepts like “Housing for All” and responsible citizenship, the execution
positioned home financing within India’s broader development narrative. The message underscored the pivotal role of homes and families in instilling values that fortify the nation. Through its dedication to affordable housing, IIFL Home Finance advances inclusive growth by extending financial assistance for sustainable homeownership.
- McCain Foods India: The Gathering After
McCain’s execution captured Republic Day celebrations within housing societies, followed by the casual post-celebration get-togethers that followed. The topical content depicted these relaxed moments where neighbors bond over McCain snacks, with the tagline “Different Flavours, One Shared Maza” drawing a parallel between product variety and India’s diversity.
The execution positioned McCain as the go-to snack that brings people together after the festivities, recognizing that national pride exists not just in formal ceremonies but in the everyday connections and shared moments over food. The message celebrated unity in diversity through togetherness and sharing.
- Tata Consumer Products: Diverse Yet United
Tata Consumer Products drew inspiration from the Ashok Chakra, using its 24 spokes to celebrate 24 core Indian ingredients that define the nation’s culinary identity. The execution explored how India is built on diverse flavours, traditions, foods, and histories—each ingredient representing a spoke in the wheel.
The content illustrated how various ingredients have shaped regional identities, culinary traditions, and everyday rituals across centuries. The messaging positioned India’s food heritage not as separate regional stories, but as interconnected threads that together create the nation’s unified identity.
TCP reinforced its role as a brand rooted in authentic Indian flavours and traditions, present in homes across the country because it understands that India’s diversity is its strength.
Finding Authentic Intersections
These topical executions worked by identifying specific truths about how people experience Republic Day, then connecting those truths to what each brand genuinely represents.
LEGO captured the sensory emotion of aerial displays. Imagine exploring motivation as the driver of progress. Kotak811 aligned its digital banking with modern India. IIFL Home Finance connected housing to the values that build citizens. McCain highlighted post-celebration togetherness. Tata Consumer Products celebrated diversity as national strength. Each execution found where brand message and national moment naturally intersected, creating Republic Day content that felt like genuine participation rather than calendar marking.
View Live Link :
Lego: Live Link
Imagine: Live Link
Kotak811: Live Link
IIFL Home Finance Ltd.: Live Link
Mccain Foods India: Live Link
Tata Consumer products: Live Link
