This Independence Day, celebrate the sounds of India with LAVA’s

This Independence Day, celebrate the sounds of India with LAVA’s

‘Desh ki apni Dhun’

14th August 2020, New Delhi: Indian mobile handset brand, Lava International Limited, launched a #ProudlyIndian tune- ‘Desh ki apni Dhun’ on the occasion of India’s 74th Independence Day. The campaign video introduces Lava’s unique signature tune that brings alive the real sounds of India. Recreated with the sounds we hear on Indian streets, Lava’s Desh ki apni Dhun highlights the core of the brand which is the feeling of being Proudly Indian. The campaign re-emphasizes on the fact that Lava has nurtured its roots on Indian soil, and profoundly understands the uniqueness & diversity of the country.

The campaign video beautifully captures all the familiar street sounds ranging from the rattling of ‘ghungroos’ to the clinking of ‘banta’ bottles, which is further supported by stark visuals straight out of new India. The video ends with a message ‘Desh ki apni Dhun, Desh ka apna Lava’ which aptly summarizes thetheme of the campaign.

Lava’s Desh ki apni Dhun can be downloaded as a ringtone.

Speaking about the campaign, Mugdh Rajit, Head- Marketing, Lava International said, “We are really excited to introduce our signature tune through this campaign. As an Indian brand we wanted to create a ‘Desh ki apni Dhun’ which is synonymous to the feeling of being #ProudlyIndian. We are confident that this ‘Desh ki apni Dhun’ will rekindle an emotional bond with India.”

Click here to watch the Video:

If you are #ProudlyIndian, download Lava’s Desh ki apni Dhun:

About ‘Desh ki apni Dhun, Desh ka apna Lava’ Campaign-

Conceptualised and executed by 82.5 Communications, the campaign will roll out across India on TV and digital platforms like Facebook, YouTube, Instagram and Twitter.

Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications added, “For Lava’s ‘Desh ki apni Dhun’ ring tone, the country comes together as its orchestra. We hear the quintessentially ‘desi’ sounds around us with fresh ears when they double up as musical instruments to play Lava’s ‘Proudly Indian’ tune. 82.5 is all about ‘ingenious Indian ideas.’

As per Chandana Agarwal, President North, 82.5 Communications, “Working on a brief from Lava is always exciting as it challenges us. The brief was to take the journey of #ProudlyIndian further by making the ringtone an integral part of the beat of India. The process of creating a sound bank of India was an engrossing journey. To do the same during lockdown just added to the complexity and the challenge. We hope India loves it.”


Creative: Avantika Viswanathan

Account Management: Anuj Sharma&Sakshi Khanagwaal

Planning: Abhilasha Mathur

Production House: Superfly Films

Director: Kopal Naithani

Producer: Samson Vasave

About Lava International Limited


Lava International Limited is a leading Indian Mobile Handset Company with operations in 20+ countries. In the international markets the company is growing rapidly and is already among the top players in many of these countries it operates in.

Lava has always been at the forefront of Govt. of India’s ‘Make in India’ initiative. Lava was the first mobile brand to take a lead in support of this important nation building program and had set up a design team in India, becoming the first brand to design phones in the country. With this ‘Design in India’ initiative, Lava is now the only Mobile handset company that makes truly ‘Made In India’ phones with complete control on design and manufacturing within the country.

With the vision to “Empower people to do more, to be more” the company was established in 2009. Lava International Limited is headquartered in Noida, Uttar Pradesh. The company has its manufacturing facilities and a repair factory in an approximately 300,000 square feet area in Noida. The manufacturing plants have a capacity of manufacturing 40 million phones per annum.

We Make in India, We Make for India

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