New Delhi: JKCement WallMaxX has unveiled the new phase of its #AndarSeSundar campaign to celebrate the spirit of the festive season. The latest campaign #AndarSeSundar2.0 recognisesthe hard work and selfless commitment of the painter community, who are nothing less than superheroes transforming our homes and make them festive ready.
Since the festive period is one of the high seasons for home renovations, our painter partners have their schedules cloggedand evenhave todevote extra hours to make sure that there is no hindrance in the plans of the homeowners. In meeting their duties, there are times when they are unable to make it to their homes for the festival celebration with their family.
The campaign highlights and appreciates the gesture, doffs 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 a recent market researchwhich stated that 62% of the painters stay away from their families to earn a livelihood in the city.The research also revealed that only 49% of them get the opportunity to visit their hometown that too less than two times a year! Most of them prioritize 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 among the society which at large includes inclusivity of all in the celebrations and happiness.
The ad campaign has been conceptualized by KandidKanvas& 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 found it almost impossible to go home to his daughter for 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 whenthe young couple makes sure that he reaches his village on time to celebrate Diwali with his family. Thecampaign 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,Head- branding, White Cement Business, said, “We feel 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 home-owners who avail their services. That “something” is nothing but the recognition of their hard work and acknowledgement to the fact that they have to let go 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 othersto 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 set of master musicians who through their music have always stood up for humanity, empathy, and virtue.