JK Super Cement dedicates new campaign to construction workers
Cement manufacturing brand, JK Super Cement has launched #YehPuccaHai campaign to pay homage to the construction workers. The campaign highlights how labourers across India have worked tirelessly with grit and determination.
The film depicts a journey of a construction labourer and his son, whose dreams and desires are shaped by his surroundings. The message of having a strong will and determination resonates through the film, and the bond between the father and the son is also depicted beautifully.
Pushp Raj Singh, president, marketing, JK Cement, (Grey Cement Business), said, "The video is reflective of the thousands dreams, hopes and ambition attached with JK Super Cement. The medium of social media was used to connect with our users and the digital audience with the #YehPuccaHai message, showcasing the shared values of commitment and determination to the audience. JK Super Cement salutes for all the workers out there who put in their best to ensure that safe structures are built."
The film has been conceptualised in collaboration with Social Cloud Ventures.
Source: From ET Brand Equity