Prime Minister Narendra Modi released a video urging citizens to hoist the national flag at every home for the ‘Har Ghar Tiranga’ campaign.
The initiative seeks to connect the nation's youth with the spirit of freedom fighters and honor their sacrifices through a public display of national pride.
Modi shared the message via a 30-second [1] vertical Instagram video. In the recording, he asked citizens to participate in the movement and make a pledge for a developed India, often referred to as Viksit Bharat.
"The Tricolour is a symbol of India's pride and inspiration," Modi said [4].
The campaign precedes Independence Day, which falls on Aug. 15, 2024 [6]. The Prime Minister used the digital platform to encourage a widespread domestic display of the flag, a movement he described as "Har Ghar Tiranga, Har Mann Tiranga" [5].
Modi said he urges every citizen to hoist the flag at their home and pledge for a developed India [3]. The use of a vertical video format indicates a strategic effort to reach younger demographics on social media platforms.
By encouraging the hoisting of the flag in private residences, the government aims to instill a sense of personal connection to the national identity. The campaign links the act of flag-hoisting to a broader national goal of development, and progress.
“"The Tricolour is a symbol of India's pride and inspiration."”
The 'Har Ghar Tiranga' campaign represents a shift toward decentralized patriotism, moving the symbol of the state from government buildings into private domestic spaces. By utilizing short-form vertical video, the administration is leveraging modern digital consumption habits to align nationalistic sentiment with the 'Viksit Bharat' (Developed India) policy goal, targeting the youth as the primary drivers of this national identity project.
