Conceptualised by the Mumbai office of Lowe Lintas, the film aims to convey how joy can be found even in the smallest things in life, celebrating people coming together through the simple activity of shopping.

Speaking about the campaign, Shantanu Saha, vice president of marketing at Reliance Market said: “We want to communicate to the people of India that Reliance Market has something for everyone. On India’s day of Independence, India ka Market shares the pride of freedom with the people of India.”

A supermarket can be seen as a social gathering where different activities take place. If you close your eyes and listen carefully to the ambient sounds, there is an interesting opportunity to explore. Reliance invites its audience to a place where they will find everything they need for their homes - as well as meeting their neighbours.

Amar Singh, regional creative officer, Lowe Lintas adds: “With its focus on connecting and serving millions of households and small businesses in India, Reliance Market truly is India ka Market. And this film, is them wishing every Indian a happy Independence Day.”

The film has been rolled out online and across various social media platforms, to drive reach and visibility.