MAM

JKCement celebrates the true spirit of Diwali with ‘#AndarSeSundar2.0’ campaign

The campaign is conceptualised by Kandid Kanvas & Social Cloud,

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/09/29/andarsesundar.jpg?itok=hQ2d8-An

Mumbai: JKCement WallMaxX has unveiled the new phase of its “#AndarSeSundar” campaign ahead of the festive season. The latest campaign recognises the hard work and selfless dedication of the painting community, who are nothing short of superheroes when it comes to transforming our homes and making them holiday-ready.

The campaign is conceptualised by Kandid Kanvas & Social Cloud, while the production house is Bombay Film Company.

Since the festive period is one of the peak seasons for home renovations, our painter partners have their schedules clogged and even have to devote extra hours to make sure that there is no hindrance in the plans of the homeowners. While they are busy meeting their duties, there are times when they are unable to make it to their homes for the festival celebration with their families.

The campaign highlights and appreciates the gesture of donning hats and recognises the efforts of all the nameless painters who make our homes "#AndarSeSundar," especially during the festivals. The campaign was conceived based on findings from recent market research, which revealed that 62 per cent of painters leave their families to work in the city. The research also revealed that only 49 per cent of them get the opportunity to visit their hometown more 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 was 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." Through this campaign, JKCement WallMaxX wants to ignite the real festive spirit in society, which at large includes inclusivity for all in the celebrations and happiness.

The film showcases an emotional story that defines how empathy and humanity can make anyone’s festival 'sundar.' It tells the story of a painter who found it almost impossible to go home to his daughter for Diwali celebrations as he had to honour his commitment made to a young couple who were 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 four million within three days of its launch.

Speaking on the campaign, White Cement Business head-branding Indranil Lahiri said, "We feel the insight-driven campaign is more impactful, especially when it addresses an issue. The inception of the campaign happened when we discovered that a lot 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 acknowledgement of the fact that they have to let go of their festive celebrations in order 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 cherishing 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 was composed by 'Indian Ocean,' a group of master musicians who through their music have always stood up for humanity, empathy, and virtue.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/05/the-hindu.jpg?itok=04TArt7i
Ogilvy and The Hindu launch new campaign ‘#TheOtherObituary’ 

The Hindu and its agency partner, Ogilvy Bangalore, lend a voice to the voiceless yet again on the occasion of World Wildlife Conservation Day.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/05/pooja_sharma.jpg?itok=qwIJovku
iCubesWire elevates Pooja Sharma to business director of brand advocacy vertical

Mumbai: iCubesWire, an ad technology-based digital marketing conglomerate, has announced the elevation of Pooja Sharma to business director of its brand advocacy vertical. Founded in 2010, iCubesWire has a team of more than 300 people across India, Dubai, Indonesia, Singapore and manages more than...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/05/jaibeer_ahmad.jpg?itok=Z9C6QxnE
Havas Worldwide India appoints Jaibeer Ahmad as managing partner - North

Mumbai: Havas Worldwide India, the creative arm of Havas Group India, has appointed Jaibeer Ahmad as managing partner – North. Ahmad joins from Cheil India, to further strengthen and support the creative offering of Havas Worldwide India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/05/40.jpg?itok=f-j9dI1y
FCB Interface appoints Gaurav Dudeja as CCO

Mumbai: As a part of the agency’s reorganization towards becoming future-ready and providing strategic partnerships to its clients, FCB Interface has announced the appointment of Gaurav Dudeja as chief operating officer. In his role, Dudeja will lead the business operations to drive the next level...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/05/adam_singolda_0.jpg?itok=sCgXuDvG
GUEST ARTICLE: Digital Advertising Predicts: Are We in A Recession?

Mumbai: Advertising is the harbinger of economic slowdowns. Past recessions like the pandemic and The Great Recession were each preceded by a dip in digital ad spend, which acts as a crystal ball for the economy’s future.

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/03/hrithik-ferrero-rocher.jpg?itok=GTYpeTYT
Ferrero Rocher launches Christmas campaign featuring Hrithik Roshan 

In order to promote Ferrero Rocher for its Christmas and New Year campaign, Ferrero India has created a new digital video ad featuring actor Hrithik Roshan.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/03/virat.jpg?itok=s20MLYk1
Noise appoints Virat Kohli as its brand ambassador 

Mumbai: Noise has appointed Virat Kohli as its new brand ambassador for their smartwatches. The partnership brings together the two established leaders of their respective domains who exemplify what it means to listen to the noise within. It is a true representation of the synergy between Noise and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/03/wunderman_thompson.jpg?itok=5m6pQHI0
Monster India launches new campaign after rebranding itself as FoundIt

Mumbai : Monster India has launched a major rebranding exercise and a bold new campaign in collaboration with Wunderman Thompson Bangalore. The campaign tells the story from the perspective of a new generation of job seekers. A generation that knows exactly what they want and is not afraid to ask...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/12/03/yummize.jpg?itok=a5olvL_8
Godrej Yummiez launches TVC ‘Yummiez Mein Kuch Nahi Chupa Hai’ 

Mumbai: Godrej Tyson Foods Ltd (GTFL) ready-to-cook product brand Godrej Yummiez, has unveiled its latest campaign for its newly launched Godrej Yummiez Crispy Potato Starz. This one-of-a-kind star-shaped, crunchy snack is made with high-quality potatoes and advanced Individual Quick Freeze (IQF)...

MAM Marketing MAM