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.”