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Tag: JK Cement

  • JK Cement bats for inclusive society in latest ad

    JK Cement bats for inclusive society in latest ad

    MUMBAI: Cement brand JK Cement has launched a new digital social media campaign titled ‘Yeh Yaarana Pucca Hai’ in a bid to raise awareness about the importance of an inclusive society. The ad-film is part of a bigger initiative, ‘Banaye Har Raah Aasaan’ under which JK Cement has also built 251 ramps in one single day in schools across Jaipur, Rajasthan on 5 August 2021.

    The six-minute-long film, directed by Jay Bhansali takes an emotional route to deliver a strong message on the need to create an inclusive infrastructure for differently-enabled students and access quality education to all children by providing them with equal opportunities. Through this campaign, JK Cement makes an appeal to society that every child has the right to education and as responsible citizens, we should always aim to ensure that. The video, in the end, also talks about how JK Cement is leading from the front by “walking the talk”.

    Conceptualised by Purple Focus, the story talks about a few school children and their bond of friendship among them. It depicts how these children put their efforts, despite not getting any financial support, to create a wheel-chair accessible ramp in the school for their state-level cyclist friend who met with an accident and would not be able to walk for the next few months and therefore is unable to attend school.

    JK Cement COO (Grey Business), Rajnish Kapur said, “Our late CMD, Yadupati Singhania was a visionary and believed that to be leaders, we have to be ‘first into the future”. It is his humble thoughts, humility, and compassion that made JK Cement one of the most trusted brands in the country today. The campaign ‘Banaye Har Raah Aasaan’ is a way to give back to society and our social media film, Yeh Yaarana Pucca Hai, talks about why it is important to take our thoughts and journey forward.

    JK Cement president marketing (Grey Business), Pushp Raj Singh said, “Through this new social media campaign, we wanted to highlight how each one of us can make a difference and with all our forces combined, we can drive meaningful and lasting positive change. JK Cement has always believed in creating strong foundations and truly believes that the youth of the country is our future. Hence, with our commitment to strength, consistency, and durability, we are building an inclusive and better society for all.”

  • JK Cement signs Virender Sehwag as brand ambassador

    JK Cement signs Virender Sehwag as brand ambassador

    MUMBAI: Cement manufacturers J.K. Cement has roped in Indian cricketer Virender Sehwag as its brand ambassador, and has launched the first spot featuring him.

    The television commercial is the brainchild of Basic4 – a Delhi-based advertising agency.

    The concept of the TVC revolves around situations wherein Viru or Phodu goes about his habit of smashing cricket balls so hard that the surroundings are under threat of getting decimated; thankfully, there‘s Jodu or J.K. Cement around, to keep buildings intact.

    Moreover, J.K. Cement is planning to promote the campaign with all-round television, radio and BTL activities.

    For brand building, this would be a 360-degree campaign encompassing consumer promotions, online support and public relations, and would be unveiled in a phased manner over the next two years.

    J.K. Cement brand manager Nitish Chopra said, “We also plan to involve Sehwag in ground-level activation, engagement, customer outreach programs and various BTL activities like consumer and dealer meets, Point of Purchase material etc.”

    Sehwag said, “I‘m happy to be associated with J.K. Cement. It‘s very interesting to see how they have related my strengths with their product attributes and conceptualized an ad that strikes a connect with the audience.”

    Chopra added, “Having been in the industry for over 35 years, the company has built its credentials with a never say die attitude and a penchant for smashing challenges ruthlessly. That, when given a human persona, had to be a person who would be both experienced and aggressive and at the same time be both dependable and unique. Keeping this in mind, while deciding on our brand ambassador, Virender Sehwag was the obvious choice, to be the face of J.K. Cement.”

    Basic4 creative director Mayank Gaur said, “Among all the smashers of the cricket ball (or phodu‘s, as they are popularly referred to across India), Sehwag is unique in that he combines brute power with staying power. His two triple centuries and 13 odd 150+ test scores conclusively settle that argument. We thought countering this phodu‘s onslaught with our jodu – J.K. Cement, another champion of staying power, would be an engaging way of getting across our brand promise – ‘Vishwas hai, isme kuch khaas hai‘.”

    Chrome Pictures is producing the TVC.