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.
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
