On the morning of August 15, 1947, merchants, manufacturers, and chambers of commerce of Madras joined the independence celebrations in the most creative way possible. The pages of The Hindu were brimming with tributes, patriotic appeal, and writings of leaders. That day, the national daily’s main edition marked India’s first Independence Day with celebratory 12 pages. The front page vividly reflected the festive mood across Madras, adorned with four large advertisements in the colours of the National Flag. One such advertisement from Saraswathi Stores, printed against the Tricolour, read, “Greatest records for Happiest Day... Viduthalai... Viduthalai... Aaduvomae... Anandaswathantiram... Hear these inspiring Bharathi songs and other popular songs...”
Black-and-white advertisements
A similar Tricolour-themed advertisement, placed at the top of the page by The India Electric Works Limited on Mount Road, read, “In sharing country’s rejoicings on this memorable day of the birth of Independent India we stand in bowing reverence to our illustrious great leader Mahatma Gandhi, who infused the spirit of courage, inspired and guided us through the darkness and brought freedom without bloodshed, an unique achievement in world history, resounding to the glory of our philosophy...” Alongside were smaller black-and-white advertisements. Victory Pencils’ Madras agents and New India Book House took out advertisements hailing independence. The fervour extended into the inner pages. An interesting advertisement from His Master’s Voice on an inner page invited readers not to miss a special programmes by Carnatic vocalists M.S. Subbulakshmi and N.C. Vasanthakokilam. It said Subbulakshmi would render songs to be broadcast from the All India Radio Madras and Trichy stations between 8 p.m. and 8.30 p.m. on August 15, while Vasanthakokilam’s rendering would be aired between 6.45 p.m. and 7.15 p.m.
