JKCement Celebrates Diwali With #AndarSeSundar2.0 Campaign
JKCement WallMaxX has unveiled the new phase of its #AndarSeSundar campaign to celebrate the spirit of the festive season. The latest campaign #AndarSeSundar2.0 recognises the painter community's hard work and selfless commitment, who are nothing less than superheroes transforming our homes and making them festive-ready.
The campaign highlights and appreciates the gesture doff hats to and recognizes the efforts of all the nameless painters who make our homes #AndarSeSundar, especially during the festivals. The campaign was conceptualised on the insights from recent market research which stated that 62 per cent of the painters stay away from their families to earn a livelihood in the city. The research has also revealed that only 49 per cent of them get the opportunity to visit their hometown that too less than two times a year. Most of them prioritise lighting up someone else’s home during the festivals and in return, go back to an empty abode, far away from their families.
The key intent of the campaign is to recognise and appreciate the real heroes behind the beauty of our festivities, the painters; who sacrifice their family time to make our homes #AndarSeSundar. The ad campaign has been conceptualised by Kandid Kanvas & Social Cloud, while the production house is Bombay Film Company.
The film showcases an emotional story that defines how empathy and humanity can make anyone’s festival Sundar. It portrays the story of a painter who finds it almost impossible to go home to his daughter for a Diwali celebration as he had to honour his commitment made to a young couple who are celebrating their ‘Pehli Diwali’. The twist in the tale happens when the young couple makes sure that he reaches his village on time to celebrate Diwali with his family. The campaign film has touched millions of hearts and has garnered a viewership of 4 Mn within 3 days of its launch
Speaking on the campaign, Indranil Lahiri, Brand Head, White Cement Business, comments, "We feel insight driven campaign is more impactful especially when it addresses an issue. The campaign's inception happened when we discovered that many of our influencers (painters) expect something beyond financial gains from the homeowners who avail of their services. That “something” is nothing but the recognition of their hard work and acknowledgment that they have to let go of their festive celebrations to make the homeowner’s abode festive-ready. #AndarSeSundar 2.0 is our humble initiative to thank the painters, who give up on their special moments for us to create cherished memories during the festivities and to encourage others to follow the path of kindness to make this world a better place."
To perfectly encapsulate the essence of the film, JKCement WallMaxX came up with a song to resonate with the mood of the audience at every stage of the film. The music has been composed by ‘Indian Ocean’- a set of master musicians who through their music have always stood up for humanity, empathy, and virtue.
