Independence Day: When Every Indian Brand Discovers Their Deshbhakti

Social Commentary

Independence Day: When Every Indian Brand Discovers Their Deshbhakti

Illustration: Shruti Yatam

I

t’s Independence Day, which means it’s time to look back at the struggles of our forefathers, who fought all their lives for our freedom, and also ahead to a brighter future for the country… For some people, I guess. I personally have no time for any of that shit this year. I already have three tabs open, each on a different  online shopping site, waiting until I can finally buy myself a new life at a 71 per cent discount.

How is it that Indian brands discover their latent deshbhakti only around the time of Independence Day? Why are we subjected to a series of slickly produced five-minute tearjerker films about “soldiers at the border” which you can’t skip, before every YouTube video – but only in the first couple of weeks of August? Why is my SMS inbox full of the number 71?

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