From Republic Day to Independence Day, The Times Of India sets out to celebrate the invisible thread that binds us all as one in spite of our diverse differences. The ektara (one string instrument) that binds a billion voices into one song. The Idea of India represented by the visible thread of light that embraces our differences and elevates our unity in diversity, adversity and festivity. The thread of light that binds all India as one family connecting the dots between multiple religions, regions, cultures, languages, festivals and dissolving our differences at the speed of light. The idea of India delivered through the Timeline of India, through speech and song, powered by the voices in our head from the past and the present. The invisible ektara that stirs our souls and unites our hearts was brought alive through the Idea of India across news channels, music videos and films.

The Idea of India represented and illuminated by the travelling thread of light that binds all India as one family connecting the dots between our differences and uniting the collective soul of our country, blurring the boundaries between multiple religions, multiple regions, multiple cultures, multiple languages, multiple festivals and dissolving all our diversity into unity, at the speed of light.

The Timeline Of India: The musical thread of the ektara (one string instrument) elevates our ekta (unity) and binds the words of our inspiring leaders into one national narrative delivering the Timeline of India, through speech and song, powered by voices in our head from the past and the present.

#WhatMakesUsOne

The campaign invites every Indian to participate and celebrate the Idea of India in their own way. The objective is to celebrate the idea of India across the nation and elevate the people of India into one emotion.

#WhatMakesUsOne

The strategy is to celebrate the many unifying threads that make up our Idea Of India. Despite our diversity and multiculturism, the threads that unite us also drive our growth in the world today powerfully. This initiative should spark conversations and build more connections with the youth of India across social and digital and music platforms.

Because India is the melting pot of multiple cultures and multiple languages where people of all religions live together in harmony and the Times of India welcomes everyone in the world to come and grow with it, as one family. Vasudhaiva Kutumbhakam. The whole world is one family.

#WhatMakesUsOne

The campaign invites every Indian to participate and celebrate the Idea of India in their own way. The communication is live across national news media, social media and various digital video and music platforms to invite engagement from across the country.

The Visual Thread Of Light: India is a journey you can’t complete in one lifetime but the thread of light travels across the country from Kashmir to Kanyakumari and Mumbai to Meghalaya at the speed of light, cinematically and metaphorically capturing a day in the life of India through timelapse and timeless transitions. Over a thousand forms of the same thread of light transform Temples, Churches, Mosques, Gurudwaras, Monasteries, Monuments, Gods, Idols and Statues across India. Light travels through trains, trucks, boats, rickshaws from one location to another occasion, from one region to another religion, dissolving our differences at the speed of light.

The Audio Timeline Of India: The musical thread of the ektara (onestring instrument) elevates our ekta (unity) and binds the words of our inspiring leaders into one national narrative delivering the Timeline of India, through speech and song, powered by voices from the past and the present.

THE IDEA OF INDIA #WhatMakesUsOne

Over 27 million Indians have participated in expressing their views and one word reviews to celebrate the Idea of India in their own way.

The films, music videos and songs have recorded over 36 million views and crossed over a million downloads across various social, digital and music platforms.

The communication is live across national news media, social media and various digital video and music platforms to invite engagement from across the country all the way from Republic Day in January to Independance Day in August aiming to reach over a billion people during this momentous 75th Year of India's Independence.