#BulandSoch inspires us to chase our dreams

New Delhi: Advertisements have grown from being a medium for promoting products to actually speaking about various social causes, which add brand value to the company and help create a bond with the consumers. While this strategy is being used on a large scale, very few ads actually manage to strike a chord with the audience, and one such commercial is that of JK Lakshmi Cement's #BulandSoch. The cement company launched its new online campaign with a powerful ad that connects both their product as well as their social message.

The 40-second commercial video shows Chutki, a young girl who has a strong mind and aims at changing the flow of thought for the betterment of her village. The JK Lakshmi Cement ad begins with a father asking his daughter to build a bridge connecting their village to the school in the other district. However, the young school-going girl says that she will bring the school into her own village.

The video then transitions into a leap where the young girl has acquired a high ranking government position and has brought her dreams to life. She builds a school in her village. The trailer captures the story of the little girl, who transformed her village into the towns and cities that we look up to, instead of simply connecting it to the developed parts. This ad with the hashtag, #BulandSoch, captures the brand campaign of JK Lakshmi Cement, it drives people at aiming high and thinking big which will surely turn intentions into reality and bring the desired results in the phase of transforming India into a developed country with their product.

The Chutki ad portrays the cement brand as a partner in the idea of bringing about national transformation. It is JK Lakshmi Cement's initiative to build India. It is an aspiration of the brand to move to a higher pedestal and also inspire our countrymen to think big. Theme of the commercial, #BulandSoch captures the brand's corporate philosophy and reflects its determination to be known as a complete building solutions provider.

JK Lakshmi Cement, headquartered in Delhi, is a part of the more than 125 years old J. K. Organisation. Vinita Singhania is the Vice Chairman and Managing Director at JK Lakshmi Cement, a brand with a great presence in the world of construction. JK Lakshmi Cement previously had the late actor Om Puri as its brand ambassador. The brand has also launched social media campaigns and made some heart-warming and award-winning advertisements.

(This is an advertorial piece)