JK Cement celebrates Diwali with the ones who make homes #AndarSeSundar

Watch the film conceptualised by Kandid Kanvas and Social Cloud

Sep 28, 2022 05:04:00 PM | Video | Campaign India Team

JK Cement has rolled out the second leg of its #AndarSeSundar campaign to appreciate the efforts and selfless commitment of painters during the festive season. 
Conceptualised by Kandid Kanvas and Social Cloud, the film aims to recognise the real heroes behind the beauty of our festivities, the painters. It depicts the story of a painter who found it almost impossible to go home to his family for a Diwali celebration as he had to honour his commitment made to a young couple who are celebrating their first Diwali. The film then goes on to show how the young couple makes sure that the painter reaches his village on time to celebrate the festival with his family. 
Indranil Lahiri, brand head, White Cement Business, said, “We feel an 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 cherished memories during the festivities and to encourage others to follow the path of kindness to make this world a better place.”
Client: JK Cement 
Agency: Kandid Kanvas and Social Cloud
Production house: Bombay Film Company
Music composition: Indian Ocean