MAM
JK Super Cement launches Diwali campaign by installing 160 solar panels
Mumbai: JK Super Cement has rung in the festivities with its Diwali campaign called Kare Har Raah Roshan #LightOfHappiness, by lighting up streets and chowks across eight states in India. This sustainable initiative was done by installing 160 solar-powered lights in different villages across India, impacting over 12 lakh rural Indians, said the brand in a statement.
The cement manufacturer identified these dark alleys and bylanes across villages where passers-by find it difficult or unsafe to cross those streets due to inadequate lights. The company addressed this problem by installing sustainable solar panels to light up those areas, thereby preventing road accidents and other related difficulties.
To mark this celebration the cement company has released a heart-warming 120-second video titled #LightOfHappiness on its social media handles. The ad film has been conceptualised by Social Cloud Ventures
“Toeing on the lines of ‘brand with a purpose’ we had put our heads together to think how this Diwali JK Cement can make the lives of people a little happier and shinier,” said JK Cement Ltd Grey Cement business president of marketing Pushp Raj Singh about the initiative. “Upon much discussion, we came up with this noble idea to install these lights in the dark alleys. It is JKCement’s small effort to bring a little bit of happiness in people’s lives.”
“The brand had been addressing real issues that are affecting people through a plethora of social, charitable, healthcare and educational initiatives. We have always tried to resonate with our brand value proposition through our campaigns,” he further said.
Talking about the need for this initiative, Grey Cement Business head of branding Love Raghav said, “I would often hear about unfortunate incidents of inconvenience, crimes and road accidents that happen in remote villages due to inadequately lit streets and alleys from my friends. This year with our Diwali campaign, #LightOfHappiness- Kare Har Raah Roshan, we got this opportunity to not only address this problem with a self-sustaining solution but also spread hope, strength, safety, and happiness among over 12 lakh people residing in rural areas of India.”
“The campaign is very close to our hearts as it perfectly blends into our brand’s ideology of ’Build Safe’. At JK Super Cement, our objective has been to undertake various developmental initiatives across the length and breadth of the country and create a better infrastructure that benefits one and all,” he further said.
Earlier this year, JK Super Cement created a record by constructing 251 ramps in various government schools in the district of Jaipur, Rajasthan in a single day.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
