JK Super Cement Honours Construction Workers With #YehPuccaHai Campaign

JK Super Cement, a major Cement manufacturing company has recently launched the campaign #YehPuccaHai to pay tribute to our construction workers. The campaign targets to recognize the strength, contribution, and the hard work of millions of construction workers, who are responsible behind India’s strong infrastructure.
The campaign has got over 1.5 million YouTube views and 25.5 million Facebook and Instagram impressions. The campaign shows the viewers a journey of a construction laborer and his son, whose dreams and desires are shaped by his surroundings. The film gives out the message of having a strong will and determination, and the bond between the father and the son is also depicted in a beautiful way. The campaign also throws light on how lakhs of laborers across India have worked tirelessly with grit and determination to build a strong and safe future for India, and in the process, have realized their dreams with JK Super Cement.
“Pucca” has been creatively used in all its brand positioning, emphasizing on JK Super Cement’s commitment to strength, consistency, and durability.
#YehPuccaHai campaign film has been a huge hit with 31 million impressions across all social media platforms. It has also received strong participation from the digital audience, with over 600 videos made on Tiktok receiving over 22 million views.
The film has been conceptualized in collaboration with Social Cloud Ventures Pvt Ltd.
The Yeh Pucca Hai song has been released across various music streaming platforms such as Jio-Saavn, Apple Music, Wynk, Amazon Music and Hungama, and is receiving a lot of love and support from the listeners.
Talking about the campaign Pushp Raj Singh, President Marketing, JK Cement Ltd. (Grey Cement Business) said, “The effort of the construction workforce across real estate and infrastructure segments is the real strength that drives the development in our country. It has been an ethos of JK Super Cement to take everyone along in our contribution to the nation’s progress. These efforts and the stories of their grit, strength, and hard work are very much a part of JK Super Cement. Hence, the tagline #YehPuccaHai emerged, which is reflective of the strong commitment our brand has to its customers. The video is reflective of the thousands of dreams, hopes, and ambitions attached to JK Super Cement. The medium of social media was used to connect with our users and the digital audience with the #YehPuccaHai message, showcasing the shared values of commitment and determination to the audience. JK Super Cement salutes for all the workers out there who put in their best to ensure that safe structures are built.”