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JK White Cement’s latest initiative #MitJayengiDooriyaan has dedicated a musical tribute to the indomitable spirit of humanity with ‘Ummeed’, a song of hope sung by the superstar singer Shaan. The song with inspiring lyrics comes to you through a video wherein the JK Cement family, in chorus with Shaan, encourages you to join them in invoking the spirit of hope and solidarity.

‘Ayegi phir se subah

Dhal jayengi aandhiyan

Gayega phir se jahan,

Mit jayengi dooriyaan…’

 The song Ummeed:  

JK White Cement is a responsible corporate citizen and a brand with a rich legacy and its MaxX range of products touch the lives of millions. The company recognises its responsibility and has always stood by the people of the nation during tough times. This campaign for positivity and hope became a personal mission for JK Cement, after seeing the despair, tragedies and losses that the country has had to endure in the second wave of the pandemic.

‘Ummeed’ is an effort to uplift spirits and spread the message to stay strong and keep hope alive that tomorrow will be a brighter day. It builds on the belief that we will together overcome this pandemic and #MitJayengiDooriyaan.  

The song has garnered a reach of over 10 million on all social media platforms.

The effect and reach of the campaign is evident in the fact that over 2000 people tweeted to appreciate the effort and shared the track on their social media handles with their followers.

JK Cement has been working continuously towards providing help and support to society during the pandemic, by donating essential medical requirements such as oxygen concentrators, masks, sanitisers and BIPAP machines. Apart from these initiatives, JK Cement has kept the safety and well-being of its employees at the helm and has organised vaccination camps for them. 

Niranjan Mishra, Business Head, JK White Cement, said, “Through this initiative, our aim is to spread positivity and solidarity in these tough times. Music was the natural medium of choice to deliver the message of hope and uplifting spirits. I’m happy to see that people are organically sharing 'Ummeed', this beautiful composition, with their loved ones, to uplift them and to reassure them that #MitJayengiDooriyaan.”