Vedanta Aluminium unveils inspiring Independence Day campaign “Badhte Bharat Ki Pehchaan”, showcasing aluminium as the backbone of nation building

THEBUSINESSBYTES BUREAU

NEW DELHI, AUGUST 18, 2025

Vedanta Aluminium, India’s largest producer of aluminium, has launched its powerful Independence Day campaign titled “Badhte Bharat Ki Pehchaan”, celebrating the nation’s march towards self-reliance, innovation, and inclusive growth. The campaign underscores how Vedanta Aluminium is driving transformation across vital sectors such as electric mobility, renewable energy, aerospace and defence, and modern infrastructure, positioning aluminium as an essential force in the vision of Viksit Bharat@2047.

The campaign was rolled out in distinct phases, beginning with a series of visually captivating teasers that reflected India’s progress while keeping the driving element a mystery, sparking curiosity and anticipation. This momentum culminated in the release of a striking digital film, which unveiled Vedanta Aluminium as the foundation of India’s growth story. The film compellingly illustrated how aluminium powers electric vehicles, solar panels, defence systems, and smart infrastructure, concluding with the powerful message: “Hum hai Vedanta Aluminium. Hum Badhte Bharat ki Pehchaan hain.”

Sharing his thoughts on the company’s Independence Day spirit, Rajiv Kumar, CEO, Vedanta Aluminium, said: “This year’s Independence Day theme, ‘Naya Bharat’, reflects a reality that is rapidly unfolding, driven by resilience, innovation, and self-reliance. At Vedanta Aluminium, we are proud to be at the heart of this transformation, enabling national progress through aluminium — the ‘metal of the future’ that powers everything from clean energy to state-of-the-art infrastructure. We fuel the industries that are shaping a sustainable and resilient India. ‘Badhte Bharat Ki Pehchaan’ is our tribute to the spirit of a resurgent India and to every individual and industry building its future with pride and purpose.”

Amplifying the campaign’s message of collective progress, Vedanta Aluminium also introduced a unique employee-led initiative, where team members shared selfies with the campaign line on social media, proudly showcasing themselves as the true faces behind India’s industrial growth. To further sustain engagement, an ongoing digital snippet series is spotlighting Vedanta Aluminium’s contributions to key sectors like EV manufacturing, solar energy, and defence alloys, while active employee participation continues to highlight how the company is driving the vision of Aatmanirbhar Bharat.