By Our Staff

The Times of India launches The Idea of India  an epic film to celebrate the invisible thread that binds India. The idea of the seamless thread that has held us all together as one nation over the 75 years of our Independence.

Created by Wunderman Thompson India, the campaign is live across national news media, social media and various digital platforms. #WhatMakesUsOne campaign has a unique hashtag that invites every Indian to participate and celebrate the Idea of India in their own way.

Commenting on the campaign, Kaustuv Chatterjee Brand Director  TOI & Languages, said: “Over the past decades India has made rapid strides in various sectors, and this has fuelled a sense of pride in the nation’s growing stature in the world. In this context, our new initiative from TOI – #WhatMakesUsOne, focuses on the many unifying threads that make up our Idea Of India. Despite our diversity and multiculturism, the threads that unite us also drive our growth in the world today powerfully. Just look at what’s happening in Space-Tech, Defence, IT, Sports or our cultural influence across the world. We hope this initiative will spark conversations and connections around What Makes Us One, as we prepare to celebrate our 74thyear of becoming a Republic.”

Senthil Kumar, Chief Creative & Film Director, Wunderman Thompson India, added: “INDIA WAS AN IDEA LONG BEFORE IT BECAME A FREE NATION. It was the song from a thousand years ago. It was the spirit of thousands of freedom fighters. It was written in blood by the thousands who laid down their lives for our freedom. It was the same thread of unity in diversity and adversity and festivity. It is the same thread that continues to bind us as one nation, in spite of our diverse differences. It is the invisible ektara that stirs our souls and ignites our hearts. This binding thread of tolerance and inclusivity is represented as the thread of light cinematically and metaphorically in the powerful Times Of India narrative form.”

Said Joy Chauhan, Sr. VP & Managing Partner, Wunderman Thompson, Delhi: “The idea of India is a campaign that makes you pause and yet again fall in love with our magical nation. What makes us one is a question with over a billion answers. Its depth is unseen and uncharted. Today with our potential and the will to lead this world the Idea of India has never looked brighter. It was an opportune time to celebrate our diversity and #WhatMakesUsOne We are proud to partner the iconic Times of India in this celebration.”