Freedom is the Right of choice and Liberty is the Right to choose.

However, do we realize today what Independence means? Is the definition limited to getting out of our homes and travelling to any part of the country, or,  holding a peaceful gathering in an open playground and expressing our opinions, or,  partying all night? More importantly, is freedom restricted to providing our fundamental rights as a citizen? Freedom has come down to a plastic celebration these days, says brand Liberty Shoes. So, they stepped in with a powerful campaign to send across a very strong message. This message resonates with me. It showcases my own anger, frustration, disillusionment with the system, and the indifference of our citizens. Yes, we Indians! We don’t care.

Considering this reality of today, Liberty Shoes steps in with this thought provoking, sarcasm dripping video. I loved it. Because, hey, we have been talking so much about #NewIndia no? So, what is #NewIndia then?  #INTHENAMEOFLIBERTY is Liberty’s initiative to exemplify this current lethargic scenario, taking examples from everyday life, like racism, gender inequality, disrespectful behaviour towards women, lack of civic sense, police corruption and so on,  that we encounter and choose to ignore. It’s not the actions we blame, but also the mindset we carry.

The campaign is an in-house production in the form of a short film. To express its voice, renowned singer and lyricist Piyush Mishra  joined hands with Liberty Shoes, set to music by Indian Ocean. The expression and execution is led by Mr. Barun Prabhakar, Marketing Head, Liberty Shoes who believes in the concept of visualising the current scenario and changing mindsets through self realisation. He says, “There lies a very slight difference, a very thin line between using and misusing our freedom in the name of Liberty, but the impact of this is vast.” Planning to expand the visibility of this initiative through digital media and cinema, Liberty Shoes believes that every responsible brand in the country has to lead the change they want to see, because Freedom is a right and Liberty is a conscious effort. Will this Independence day usher in real change in action and deed?

Feature image courtesy: © Vardhan

Watch the Liberty video here: 

Freedom is much more than just a word, it is a sense of responsibility, sense of belongingness and ownership of our own…

Posted by Liberty Shoes Ltd. on Wednesday, 7 August 2019