Write a short summary of what happens in the film

We unearthed the real story of one of India's first photojournalists, Kulwant Roy, who photographed historic moments in the Indian Independence struggle. Told through the narrative of his family friend, who inherited a cache of nearly lost photographs of the freedom struggle. These included photos of Independence leaders like Gandhi, Nehru and Jinnah among others. We brought forth these never-before-seen photos of the freedom movement on the occasion of India’s 72nd Independence day and told the story of their discovery and preservation. The story shows the value of preserving photos and memories as the narrator tells us how some photos were lost and damaged forever. In showing his efforts to restore and preserve them, the film makes Indians realise the value of the priceless photographs that were saved.

Cultural/Context information for the jury

The Indian Independence Day is an event of great importance for the country and galvanises most Indians into a feeling of patriotic fervour. On the day, as the nation celebrated, we connected with the audience and made it a day of reflection and memory of the history of the nation’s struggle and eventual triumph. The story was told through never-before-seen photos of the independence struggle that were nearly lost. Through the story of the unseen photos of national leaders like Gandhi and Nehru, we made people reflect on the importance of preserving their invaluable personal photos.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

The Independence Day in India is a time for reflection and memory: Independence Day is celebrated in India with nationwide celebration. While the country is painted in the national tri-colour, and parades are organised, it is also a time to remember the sacrifices of the freedom fighters and reflect on the massive triumph over the British rule. Patriotism and national pride was being increasingly expressed on social on Independence day: Patriotism is probably worn on the sleeve during this time but it is expressed more so on social media walls. The pride in the triumph is usually shared amongst friends and social media feeds, riddled with messages, forwards and celebrations of the day. Revealing these photos during this day lead people to talk positively about Google Photos.