Mumbai: JK Super Cement has rung in the festivities with its Diwali campaign called Kare Har Raah Roshan #LightOfHappiness, by lighting up streets and chowks across eight states in India. This sustainable initiative was done by installing 160 solar-powered lights in different villages across India, impacting over 12 lakh rural Indians, said the brand in a statement.
The cement manufacturer identified these dark alleys and bylanes across villages where passers-by find it difficult or unsafe to cross those streets due to inadequate lights. The company addressed this problem by installing sustainable solar panels to light up those areas, thereby preventing road accidents and other related difficulties.
To mark this celebration the cement company has released a heart-warming 120-second video titled #LightOfHappiness on its social media handles. The ad film has been conceptualised by Social Cloud Ventures
“Toeing on the lines of ‘brand with a purpose’ we had put our heads together to think how this Diwali JK Cement can make the lives of people a little happier and shinier," said JK Cement Ltd Grey Cement business president of marketing Pushp Raj Singh about the initiative. "Upon much discussion, we came up with this noble idea to install these lights in the dark alleys. It is JKCement's small effort to bring a little bit of happiness in people's lives."
“The brand had been addressing real issues that are affecting people through a plethora of social, charitable, healthcare and educational initiatives. We have always tried to resonate with our brand value proposition through our campaigns,” he further said.
Talking about the need for this initiative, Grey Cement Business head of branding Love Raghav said, "I would often hear about unfortunate incidents of inconvenience, crimes and road accidents that happen in remote villages due to inadequately lit streets and alleys from my friends. This year with our Diwali campaign, #LightOfHappiness- Kare Har Raah Roshan, we got this opportunity to not only address this problem with a self-sustaining solution but also spread hope, strength, safety, and happiness among over 12 lakh people residing in rural areas of India."
“The campaign is very close to our hearts as it perfectly blends into our brand’s ideology of ’Build Safe’. At JK Super Cement, our objective has been to undertake various developmental initiatives across the length and breadth of the country and create a better infrastructure that benefits one and all," he further said.
Earlier this year, JK Super Cement created a record by constructing 251 ramps in various government schools in the district of Jaipur, Rajasthan in a single day.
