How RepIndia’s #SaluteSelfie Campaign For Reliance Group Dominated The Independence Day Conversations

Case study by RepIndia for Reliance Group in which the agency leveraged Independence Day sentiments on digital with 'Salute Selfies', a tricolour overlay was added to every selfie shared

The Client

Founded by the late Shri Dhirubhai Ambani (1932-2002), the Reliance Group has a leading presence across telecommunications, power, financial services, infrastructure, media and entertainment and health care. Through different companies, the Group positively influences the lives of over 250 million customers i.e. 1 in every 5 aspiring Indians across more than 25,000 cities and towns and 400,000 villages. The Group enjoys the unparalleled trust, faith and confidence of its customers, and is one of the largest employers in the country with a young, highly-trained and motivated workforce, with an average age of 35 years.

The Agency

Welcome to RepIndia. We are Delhi’s largest independent creative agency offering 360 degree digital solutions to a host of clients – from budding startups to leading conglomerates (and everything in between!). With a dynamic, diverse, young team of over 120 employees and a satellite office in Mumbai, our growth as a company shows no signs of slowing down. We believe that in today’s day and age, communication is digitally-led. We operate across sectors – from F&B and fashion to infrastructure and communications – empowering brands by helping them build their digital real-estate. Offering creative digital solutions to our brands is what makes us tick. Successfully transcending the online and offline realms for our brands is what makes us stick.

Problem statement

Given Reliance Group’s relatively late entry into the digital (read: social media) sphere, as an agency we wanted to leverage the all-encompassing brand philosophy (i.e. serving one in five Indians everyday) into a ‘revolutionary’ campaign that created not just nationwide but worldwide buzz.

B2B digital campaign awards 2015

Identified objectives

Given that Reliance Group touches the lives of one in five Indians everyday and is increasing its position in the defence sector, the aim was to leverage the overarching sentiments of pride, solidarity and freedom associated with Independence Day into a digital movement. In this way, #SaluteSelfie was to be spearheaded as an inclusive movement as opposed to an overt brand-centric campaign.

Given that the main aim of the movement was to create an emotional connect between the digital audience and Independence Day/the Armed Forces. Reliance Group’s role within the movement was simply to act as a facilitator to channel sentiments of pride and appreciation, while maintaining a very subtle brand connect.

The Strategy/Execution

Salute our heroes, salute our bravehearts! In commemoration of Independence Day, RepIndia launched #SaluteSelfie for Reliance Group, a movement in tribute to India’s selfless Armed Forces. The #SaluteSelfie movement also spearheaded the launch of Reliance Group’s social media presence.

Launched primarily on Twitter but simultaneously promoted across Facebook and LinkedIn, the #SaluteSelfie movement asked users to tweet a #SaluteSelfie to support and honour India’s Armed Forces. Upon tweeting, the Reliance Group Twitter handle sent an automated tweet reply with the user’s #SaluteSelfie picture with a tricolor overlay, encouraging them to make it their profile picture.

reliance saluteselfie

This Twitter innovation, the first of its kind in India, propelled the movement’s aim to make the country #GoTricolor in the lead up to Independence Day.

Given #SaluteSelfie’s wide appeal and strong emotional messaging, several prominent personalities from across industries (Bollywood, Regional Films, Music, Sports, Fashion, etc.) also participated and fueled the movement. This included Amitabh Bachchan (who launched the campaign), Shah Rukh Khan, A.R. Rahman, Saina Nehwal, Priyanka Chopra, Dhoni, Sreesanth, Preity Zinta, Upendra, Jeet and more.


  • With 60,000+ tweets and over 455 million potential Impressions on Twitter, #SaluteSelfie emerged as one of India’s largest and most successful online campaigns in history.
  • #SaluteSelfie was the first brand campaign to dominate Independence Day conversations trending on Facebook at the No.1 position for most of the day (and appeared as a promoted trend on Twitter on August 14th and 15th. The hashtag also trended on Twitter organically on August 7th, 11th and 12th. 10% of all Twitter conversations on August 14th and 15th were related to #SaluteSelfie – highly unprecedented and a first ever for a brand hashtag.
  • A video created by RepIndia for the movement went viral, receiving over 51,000 views across platforms. The #SaluteSelfie message was amplified furthermore through offline collaborations with high footfall areas like DLF Promenade, Vasant Kunj and DLF CyberHub, where the video played on loop in public spaces.
  • With 244 articles published about the movement (that included popular sites like Hindustan Times, BBC, NDTV, TOI, Firstpost and more) #SaluteSelfie was also the singular digital Indian campaign that received press coverage at such a scale.


Through the #SaluteSelfie movement, the Reliance Group Twitter handle gained 24,000 new followers and 14,000 new fans on Facebook.

The #SaluteSelfie campaign had a strong connect with the Reliance Group (despite the campaign being brand neutral) as was evident with a clear world cloud of conversations that revolved around the hashtag during the campaign.