Vedanta Aluminium, India’s largest aluminium producer, has launched its Independence Day campaign, “Badhte Bharat Ki Pehchaan”, celebrating the country’s progress toward self-reliance and industrial strength. The campaign highlights aluminium’s growing role in building a stronger, more resilient India—especially in key sectors like electric vehicles, clean energy, defence, and infrastructure.
The campaign rolled out in stages—starting with a series of eye-catching teasers that stirred curiosity by showing India’s achievements without revealing the force behind them. This led to a short film revealing aluminium as a key enabler of these advancements, and Vedanta Aluminium as the driving force. The film illustrates how aluminium supports everything from solar power and electric mobility to smart infrastructure and national defence, ending with the message “Hum hai Vedanta Aluminium. Hum Badhte Bharat ki Pehchaan hain.”
Rajiv Kumar, CEO of Vedanta Aluminium, said, “This Independence Day, the idea of ‘Naya Bharat’ is not just a slogan—it’s the reality we are building every day. Aluminium plays a central role in this journey. At Vedanta Aluminium, we are proud to supply the metal that strengthens the industries shaping India’s future. This campaign is a salute to the progress of our nation and to all those working tirelessly behind the scenes to move India forward.”
Adding a personal touch, the campaign also featured a company-wide initiative where employees shared selfies with the campaign tagline across social media, presenting themselves as proud contributors to India’s industrial growth. To keep the message alive beyond Independence Day, Vedanta Aluminium has launched a series of short features highlighting its contributions to sectors such as EV manufacturing, solar energy, and defence materials. These stories, paired with continued employee participation, underline the company’s role in advancing the vision of Aatmanirbhar Bharat—a self-reliant India.
Vedanta Aluminium, part of Vedanta Limited, produces more than half of India’s aluminium output, manufacturing 2.42 million tonnes in FY25. The company is a leader in value-added aluminium products for critical industries and ranked second globally in the S&P Global Corporate Sustainability Assessment 2024 for the aluminium sector. With state-of-the-art smelters, an alumina refinery, and captive power plants, Vedanta Aluminium promotes aluminium as the ‘Metal of the Future’ for sustainable growth.
