JK Cement's digital film urges people to create inclusive infrastructure for differently enabled students

The campaign ‘Yeh Yaarana Pucca Hai' is launched as part of a bigger initiative, ‘Banaye Har Raah Aasaan', where JK Cement achieved a historic feat by building 251 ramps in one single day across the districts of Jaipur, Rajasthan on August 5, 2021

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With the aim of raising awareness about the importance of an inclusive society, JK Cement has launched its campaign titled Yeh Yaarana Pucca Hai (#YYPH). The campaign is launched as part of a bigger initiative, ‘Banaye Har Raah Aasaan’, where JK Cement achieved a historic feat by building 251 ramps in one single day across the districts of Jaipur, Rajasthan on August 5, 2021. 

The six-minute-long film, YYPH, takes an emotional route to deliver a strong message on the need to create an inclusive infrastructure for differently-enabled students and access quality education to all children by providing them with equal opportunities. Through this campaign, JK Cement makes an appeal to society that every child has the right to education and as responsible citizens, we should always aim to ensure that. The video, in the end, also talks about how JK Cement is leading from the front by “walking the talk” and has already built 251 ramps in various schools in Rajasthan. 

The story of YYPH talks about a few school children and their bond of friendship among them. It depicts how these children put their efforts, despite not getting any financial support, to create a wheel-chair accessible ramp in the school for their state-level cyclist friend who met with an accident and would not be able to walk for the next few months and therefore is unable to attend school. The creative agency behind the creative campaign is Purple Focus and the film is directed by Jay Bhansali.

Rajnish Kapur, COO (Grey Business), JK Cement, said, "Our late CMD, Yadupati Singhania was a visionary and believed that to be leaders, we have to be ‘first into the future". It is his humble thoughts, humility, and compassion that made JK Cement one of the most trusted brands in the country today. The campaign ‘Banaye Har Raah Aasaan’ is a way to give back to society and our social media film, Yeh Yaarana Pucca Hai, talks about why it is important to take our thoughts and journey forward.”

Pushp Raj Singh, President Marketing (Grey Business), JK Cement, said, “JK Cement as an organisation has always been a socially conscious entity and that is why we call ourselves, "a brand with a purpose". In the past, we have given many messages to society- be it with our Yeh Pucca Hai campaign, or our Humse Hai Suraksha campaign. Through this new social media campaign, we wanted to highlight how each one of us can make a difference and with all our forces combined, we can drive meaningful and lasting positive change. JK Cement has always believed in creating strong foundations and truly believes that the youth of the country is our future. Hence, with our commitment to strength, consistency, and durability, we are building an inclusive and better society for all.”

Yeh Yaarana Pucca Hai JK Cement's digital film Banaye Har Raah Aasaan