JSW Cement has rolled out a film that aims to show the power of relationships.
Conceptualised by Plotters Ink, it shows how a trader and his son sit at their shop. The father tells the son about the importance of teamwork in building houses. Their conversation is halted mid way as the father's teacher from school passes by. The man calls the teacher in. He asks him about his house's renovation to which the teacher responds that he's postponed it because of budget issues. The man's son hears that and takes note of it. He comes up with a solution - he asks his father to contact his friends, who were also students of the teacher, and they generate the funds to construct the house. The man calls the teacher home for dinner and delivers his new year gift to him - loads of sacks of JSW Cement, so that his house can be reconstructed.
The film was released on digital on 28 December.
Client: JSW Cement
Creative agency: Plotters Ink
Production house: Stoneage films