Republic Day Meets ‘Brand India’: How Campaigns Are Speaking To Indians Abroad

As Republic Day approaches, the idea of ‘Brand India’ is undergoing a quiet but significant shift. No longer designed solely for domestic audiences, national-day campaigns are increasingly being crafted for Indians living abroad and global markets, forcing brands to rethink how they balance national pride with cultural nuance. The challenge today is clear: how does India tell its story to the world in a way that feels authentic, inclusive and relevant,rather than performatively patriotic?

“More and more brands are using India-wide occasions like Republic Day to reinforce their connection with the Indian diaspora abroad,” says Rajeev Raja, founder of BrandMusiq. He points to the sonic identity created for Bengaluru’s Kempegowda International Airport (BLR) as a case study in culturally layered storytelling. “We introduced very local cultural flavours through Karnataka-based instrumentation, but placed it within a contemporary global soundscape. With so many Indians from overseas passing through BLR every day, the idea was to trigger an emotional sense of home without making it feel insular.”

This shift from overt symbolism to emotional resonance is increasingly visible across sectors,from infrastructure and consumer brands to cinema and music. According to Raja, sound and music have become powerful tools in this transition because they allow brands to communicate pride without relying on clichés.

Marketing veteran Lloyd Mathias, former head of marketing at PepsiCo, Motorola and HP, says the change reflects a broader repositioning of India’s global narrative. “Republic Day branding has moved from inward-looking patriotism to an outward-looking story of India as a global contributor,” he explains. “The narrative has shifted from ‘Made in India’ to ‘Designed for the World’.”

Mathias notes that brands are consciously moving away from outdated stereotypes,heritage-only imagery or exoticism and instead spotlighting India’s technological capability and problem-solving mindset. “Today, pride is grounded in universal values. India is being framed not just as a sovereign nation, but as a global solutions provider.”

This evolution is evident in how campaigns now foreground India’s digital public infrastructure like UPI, space achievements such as Chandrayaan, and the country’s expanding technology workforce. “The message has become: what’s good for India is good for the world,” says Mathias.

Consumer brands are also adapting. Companies like boAt and Tata have begun aligning Republic Day messaging with their global ambitions, highlighting Indian-engineered products competing on international stages. The earlier idea of ‘Vocal for Local’ is now expanding outward, positioning Indian innovation as globally relevant rather than domestically confined.

Another emerging theme is the idea of ‘Ghar’ (home),a powerful emotional anchor for Indians living abroad. Campaigns increasingly tap into feelings of belonging without requiring physical presence in the country. “Brands are speaking to the ‘Global Indian’ by focusing on resilience, adaptability and grit over glory,” Mathias adds, noting that these narratives travel more easily across cultures.

Language, too, is playing a critical role. Vernacular storytelling in Tamil, Gujarati, Bengali and other Indian languages is being used not just for regional targeting but to present a multi-ethnic, plural India to global audiences. This helps counter the perception of India as a monolith and instead showcases its layered diversity.

As Republic Day messaging continues to globalise, the takeaway for brands is clear: the future of ‘Brand India’ lies not in louder patriotism, but in emotionally intelligent storytelling,one that respects cultural roots while confidently engaging the world.