MP Birla Cement + Ogilvy Kolkata take the ‘Flag Without Colours’ to the visually impaired
Hoisting the Indian National Flag on days of national importance is a moment of pride for all Indians. On special days such as the Republic Day or the Independence Day of India, when the flag is unfurled at homes, schools, institutions and at public places, every Indian feels a surge of emotions.
The Indian Constitution states, “The Indian National flag represents the hopes and aspirations of the people of India”.
The Indian Tricolour is one of the most beautiful flags in the world with each colour, and the Ashoka Chakra at its center, having a special significance. Alas, everyone cannot see this pretty sight. The visually impaired among us are deprived from sharing the joy of the fluttering colours.
To enable visually challenged children to experience the national flag, MP Birla Cement crafted a “Flag Without Colours”. Made out of cement, this flag brings out the colours and symbol of the flag through Braille markings.
This Republic Day – the Braille flag cast in concrete will be carried to several blind schools across the country, allowing its students to partake more completely in the celebrations of the 70th Anniversary of our Republic.
The Ogilvy Kolkata film captures that experience at Seva Mandir School, Indore, one of the institutions that received the “Flag with(out) Colours”.
Sandip Ghose, Executive President, MP Birla Cement, said: “In this 70th year of the Republic the values embedded in our Flag are relevant more than before. This is a small endeavour on our part to make the celebrations of the Republic Day more inclusive and carry the message of the National Flag to a wider cross-section of our young citizens”.
“Cement is usually seen as a very inanimate material and its role in nation building is not easily recognised. The philosophy of the MP Birla Group is “Heart and Strength”. This is an expression of that core value, which guides our organisation. In the course of the year, we plan to reach the Braille Flag to many more institutions like Seva Mandir as our homage to the nation.”
“Republic Day is a celebration of the Constitution of India. It emphasizes on human rights and honours the freedom that the National Flag represents. This was just a humble attempt at including those who have been deprived of sight in a celebration that is rightfully theirs. I can only hope that someday, the ‘Flag Without Colours’ will become as common a sight as the tricolour,” said Sujoy Roy, Executive Creative Director, Ogilvy Kolkata.
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