MAM
Kajaria takes a huge leap with Akshay Kumar and Ranveer Singh with its ‘Desh Ki Mitti Campaign’
Mumbai: India’s number one tile company Kajaria has launched its latest “Desh Ki Mitti Campaign”, celebrating 35 years of excellence, featuring Bollywood actors Akshay Kumar and Ranveer Singh as brand ambassadors.
The 360-degree pan-India campaign’s core message, “Hum Alag Hain, Par Ek Hi Mitti Ke Hai,” beautifully portrays the unity that binds us as a nation, transcending our diverse backgrounds. Kajaria aims to highlight this unifying spirit while emphasizing its commitment to providing top-tier quality products that stand the test of time.
Conceptualized by 82.5 Communications, the campaign’s ad film with Kumar and Singh perfectly captures the essence of Kajaria’s numero uno stature in the industry. Its strategic objective is to reach deeper into Tier 2 and 3 cities, and to cater to the southern markets. The TVC will be released in regional languages like Tamil, Telugu, Kannada, and Malayalam.
Shot over a span of 5 days in Mumbai and Jaisalmer, the heart of the campaign unfolds through the tale of two Special Forces officers, played by Kumar and Singh. Despite their contrasting personalities, they are bound by their love for “Desh Ki Mitti.” The film showcases their competitive sides during workout at a gym, engage in dance-offs, or a game of tug of war. However when faced with a Rescue Mission, they unite, leaving everything else behind.
Speaking on the campaign launch, Kajaria Ceramics joint managing director Rishi Kajaria, commented, “We are delighted to have two of the biggest names in Bollywood, Akshay and Ranveer, for our new campaign. At Kajaria, our journey has been guided by a deep-rooted commitment to unity and pride for our nation. Both personify the values we stand for – excellence, integrity, and a deep love for the nation. With this campaign, we aim to inspire a sense of pride and togetherness in our customers, reaching every nook and corner of the country.”
Kajaria Ceramics joint managing director Chetan Kajaria further added, “As Kajaria enters its 35th year, this collaboration marks a new chapter for the company, and we look forward to continuing our commitment to providing top-quality products with latest trends and technology with a diverse portfolio. We are proud Indians, and even more proud of being an Indian company. The Desh Ki Mitti campaign fits beautifully with our ideology and commitment of creating the best for our nation.”
Speaking on this campaign, Kumar said, “I have been associated with Kajaria tiles for more than 6 years. Working in the ad for Kajaria Tiles has been an incredible experience. The film’s message of unity and pride resonated deeply with me, and it was an honour to be a part of this inspiring project”.
Speaking about the association, Singh said “The story beautifully portrays the strength of being united for the country. It personifies deep love for nation and that is something my heart is encompassed with. Also the integrity that the brand stands for establishes a strong connect with my persona. I am thrilled to join hands with a brand that embodies excellence and innovation.”
The Desh Ki Mitti theme, launched six years ago, has made Kajaria stand out in the cluttered advertising space, becoming a benchmark for tile advertising.
To ensure maximum visibility and engagement, the TVC campaign will be extended across various platforms, enabling wider reach to audiences nationwide.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
