JK Cement showcases how even walls have hearts

JK Cement has rolled out a campaign #AndarSeSundar (beautiful on the inside) for its brand WallMaxX, encouraging people to be kind, without an ulterior motive. Conceptualised by JK Cement’s in-house team and Pippip Media, the film draws similarities between people who beautiful on the inside and the brand’s wall putty, which is also beautiful from the inside. 

 

The film showcases an award function, where people from different walks of life are rewarded for their tiny acts of goodness, like saving one’s brother from getting hit by a water balloon during Holi and getting his own shirt coloured and preventing a TikToker from slipping on a banana peel. Towards the end of each scene, the one doing the good deed is awarded with a medal and a certificate, while the person they do the deed for, is seated in the audience, cheering for them. 

 

Niranjan Mishra, business head, JK White Cement Business, said, “ In a world increasingly moving towards floosy, fake goods, we wanted to create a point of view on being actually good, good from inside and not just exterior good. This resonates with our brand truth that JKCement WallMaxX wall-putty is an integral ingredient behind beautiful looking walls: #AndarSeSundar is the cause and #DeewareinBolUthengi is the effect. We have taken a light-hearted, humorous approach for this film rather than being preachy to ensure repeat-watching, salience and entertainment. Our objective was to unlock brand love by adding a ‘Dil’ to the ‘Deewar’, in an otherwise low-involvement category.