JK Lakshmi Cement inspires a couple to embrace elderly love

JK Lakshmi Cement has rolled out a campaign 'adoption' to showcase a different path of adoption and encourages to let go of old thought patterns. 

Conceptualised by BC Web Wise, the film showcases a young couple preparing to welcome home a new member of their family. They gradually reveal that they're adopting an elderly woman from an old age home as their mother. The film inspires people to adopt progresive thoughts and create a positive difference in society. 

Aseem Saxena, general manager - marketing service, JK Lakshmi Cement, said, "The film is all about a buland soch (high thinking), it not only portrays a story of adopting a mother but also highlights the truth that not all relationships are built by blood; the warmth of love and an attitude to make the world a better place to live in can build a bond too."

Gaurang Menon, chief creative officer, BC Web Wise, said, “Buland Soch is a powerful brand message, and we wanted to make it come alive through this film. The film conceptualised is the result of a wonderful co-creation between team JKLC and team BC Web Wise. It's a story that is far from the ordinary or the mundane. This is truly a brand film with a soul.”