At Diwali, JK Super Cement broadcasts #LightOfHappiness
JK Super Cement rings in the festivities with a special Diwali campaign – Kare Har Raah Roshan #LightOfHappiness – lighting up streets and chowks in eight Indian states. This sustainable initiative was achieved by installing 160 solar powered lights in different villages across India, affecting over 12 lakh populations.
JKCement identified these dark alleys and alleys through villages where passers-by find it difficult or dangerous to cross these streets due to inadequate lighting. The company installed these lights in these areas, thus avoiding road accidents and other related difficulties.
Speaking about the initiative, Pushp Raj Singh, President of Marketing, Gray Cement Business, JK Cement Ltd., said: âFollowing the lines of ‘Brand with a Purpose’, we have been thinking together how which this Diwali JKCement can make people’s lives a little “happier and brighter”. After much discussion, we had this noble idea to install these lights in the dark alleys. It’s JKCement’s little effort to bring some happiness into people’s lives. ”
Adding further, Singh said, âThe company has always been at the forefront of the holistic development of the communities it serves, with solutions that are environmentally friendly, cost effective and sustainable. The brand has tackled real issues that affect people through a plethora of social, charitable, health and educational initiatives. We have always tried to resonate with our brand’s value proposition through our campaigns. The Kare Har Raah Roshan campaign continues its efforts to address an urgent problem by adding more convenient and secure infrastructure.
Earlier this year, JK Super Cement set a record by building 251 ramps at various public schools in Jaipur District, Rajasthan, in a single day.
The cement company to mark the celebration posted a heartwarming 120-second video named #LightOfHappiness on their social media handles.
The video shows how residents of various villages struggle due to the lack of poorly lit streets. JK Super Cement identified and solved this problem by installing sustainable solar lights in these areas. The video ends with the following line: “Har raah ko roshan karta mai yahi milunga, kyunki suraksha ka ye wada pucca hai, irada hamara ye pucca hai”.
The social media film, #LightOfHappiness was conceptualized by Social Cloud Ventures, a provider of digital solutions for the social media, mobile apps and digital marketing sectors of businesses.
Speaking about the need for this initiative, Love Raghav, Head – Branding, Gray Cement Business, said: âI often heard about unfortunate incidents, crimes and road accidents that occur in remote villages in Canada. because of poorly lit streets and alleys of my friends. This year, with our Diwali campaign, #LightOfHappiness Kare Har Raah Roshan, we had this opportunity not only to solve this problem with a stand-alone solution, but also to spread hope, strength, security and happiness among more 12 people residing in rural areas. from India.’
Speaking in more detail about the initiative, Raghav added, âThe campaign is close to our hearts because it fits perfectly with the ideology of our ‘Build Safe’ brand. At JK Super Cement, our goal has been to undertake various development initiatives across the country and create a better infrastructure that benefits everyone. he added again.
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