JSW Cement’s new ad goes regional, asks Naattil Evideya?

16 Apr 2021 CW Team

JSW Cement has launched a campaign for the Kerala market, with a film titled "Naattil Evideya?" (meaning, where in Kerala are you from?), a question Keralites are fond of asking others from the state. With this campaign, the company aims to promote the message that JSW Concreel HD Cement ensures house stays despite any terrain and climatic conditions.

The film celebrates the natural diversity of Kerala with subtle nods to the varied culture of different places within the state and is conceptualised by Stealth Mode, on air on major Malayalam channels and on Digital.

Gurminder Singh, head of branding at JSW Cement, said, "This is our first attempt to go regional in our approach towards advertising on TV. This TVC was conceived in, made by and made for people of God's own country. This advert so perfectly captures the core essence of our product and Stealth Mode has done a brilliant job in capturing it."

Akash Anandh, Creative Director at the company’s agency Stealth Mode, said, "We wanted the film to be a reflection of what a Keralite feels. It celebrates their deep connection to the land and nature, and it does so in their own voice. We wanted to capture the flavour of Kerala in the music too. Vinod's vision and Varun's music have really tugged at our heartstrings along with Kerala's."

Written from a company news release.

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