Branding Unity: Impact of Advertisements on Patriotism, Unity and Communal Harmony

© Media Watch 6 (1) 82-91, 2015
ISSN 0976-0911 e-ISSN 2249-8818
DOI: 10.15655/mw/2015/v6i1/55391

Branding Unity: Impact of Advertisements on Patriotism, Unity and Communal Harmony

Kamala Nehru College, University of Delhi, India

Patriotism and national unity have become favorite brand positioning propositions for advertisers in India. The paper explores the reasons behind the popularity of these patriotic themes that also embrace notions of nationhood, communal harmony and national unity in commercials and public service advertisements. While these patriotic themes used to be the exclusive domain of the government media in the country, they are being taken up in a big way by private business houses in their public communication endeavors. The research study has examined six frequently telecast advertisements on Indian television networks centered upon the theme of national pride, communal harmony and national unity. While tracing the historical context of these advertisements, the paper also attempts to study their impact upon the public. The primary research for the study comprised interviews with respondents to explore the impact of these advertisements upon the public. The findings of the study show that positioning brands on the themes of national pride, unity and patriotism succeed in establishing a strong emotional connect in public minds leading to brand recall.

Keywords: Public service advertisements, corporate social responsibility, positioning, branding,


Chopra, A. (2010). Marketing Management. Galgotia Publishing Company.
Clow, K. E., & Baack, D. (2004). Integrated Advertising, Promotion and Marketing Communications. Pearson Education Inc.
Fan, Y. (2006). Branding the nation: What is being branded? Journal of vacation marketing, 12(1), 5- 14.
Frank, J. (1985). Advertising Made Simple. London: Heinemann Ltd
Gilmore, F. (2002). A country- Can it be repositioned? Spain-The success story of country branding. The Journal of Brand Management, 9(4), 281-293.
Gobe, M. (2009). Emotional branding. Allworth Press. Quotes/Emotional%20Branding_quotes.pdf accessed on October 3, 2014.
Jethwaney, J. N., & Jain, S. (2012). Advertising Management. Oxford University Press.
Kotler, P., & Keller, K. (2012). Marketing Management 14th edition. Prentice Hall.
McQuail, D. (1987). Mass Communication Theory. London: SAGE.
McQuail, Denis (2010). Mass Communication Theory.(6th Edition). London: SAGE.
Rose, J. (2003). Government advertising and the creation of national myths: the Canadian case. International Journal of Nonprofit and Voluntary Sector Marketing, 8(2), 153-165.
Schultz, D. E., & Kitchen, P. J. (2000). Communicating globally: An integrated marketing approach (Vol. 5). Lincolnwood, IL: NTC Business Books.
Shimp, T. A. (2000). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (Vol. 5). Fort Worth: Dryden Press.

Jyoti Raghavan is an assistant professor in the Department of Journalism at Kamala Nehru College, University of Delhi, India. Her research interests include development communication, sociology of journalism, integrated marketing communication, political communication and news analysis.