Real estate developer K Raheja Corp has unveiled a musical campaign titled #PragatiKiDhun ahead of India’s 76th Independence Day.
The campaign video recreates the patriotic song ‘Saare Jahan Se Accha’ using sounds captured from the company’s construction sites and brand locations, with visuals to match.
An official statement noted that the soundtrack was made without any musical instruments.
Besides construction sites, sounds from locations where people experience its brands including office parks, residences, hospitality, malls and retail outlets have been used.
The campaign’s purpose is to spotlight the role played by the real estate industry in general, and K Raheja Corp group in particular, to India’s growth over the years, according to the company.
The campaign has been created by K Raheja Corp’s in-house Corporate Communications team. The concept came up during an ideation session with its social media agency The Small Big Idea, informed an official statement. Post-production was handled by music composer Sanket Sane and the film was directed by Kartik Parande, it added.
Cheryl D’souza Waldiya, AVP – Corporate Communications, K Raheja Corp, said, “Through #PragatiKiDhun, we have endeavoured to capture the myriad everyday positive encounters that Indians experience with our brands. We have artfully woven distinct sounds from across construction sites and each of our brands, harmonising them to weave in the melody of the iconic patriotic song Saare Jahaan se Accha. The purpose is to ignite a sense of patriotism, while highlighting the pivotal role that the real estate industry plays in propelling India’s advancement, beyond of bricks and mortar.”
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