This Diwali, JK Cement decided to pay tribute to the doctors and other medical staff around the globe for their sacrifices and determination for their relentless service to humanity during this unprecedented times. JK Super Cement salutes all the doctors for their determination, who helped build safer nation.
This moving video from JK Super Cement depicts the tribulations and hardships of the frontline corona warriors and showcase how they sacrificed their lives and still continue to while serving the patients during the ongoing COVID-19 pandemic.
Pushp Raj Singh, President Marketing at JK Cement Ltd. (Grey Cement Business) Speaks to MediaNews4U on how this campaign came about.
“Himmat baandhe khada ek Farishta jo aansu kisi ke bhi aane na de” can you take us through this campaign and what made you want to do this campaign?
The message in the film is JK Super Cement’s tribute to all frontline warriors including the doctors who have worked relentlessly daily without proper rest in order to ensure others’ well-being. They are our superheroes. Their diligence and ceaseless efforts across the globe during the pandemic remains unmatched. We wanted to acknowledge the determination and grit of doctors which resonate with the core values of JK Super Cement. Corporate responsibility towards the nation and employees, courage, determination and building a strong, safe nation, our campaign is an expression of gratitude towards all medical heroes who contribute towards a healthy and safe environment.
What is the correlation between JK Super Cement and the Doctors?
Building a strong and safe nation lies at the core of our brand promise and doctors, likewise share the same responsibility towards the society and community that they serve. In the way we ensure safe and a strong building by providing the cement that has strength are durable and of consistent quality, doctors, through their craft ensures providing best possible care to their patients and a safe environment.
We understand the sacrifice of doctors and the frontline healthcare staff, who are relentlessly ensuring that we remain safe, healthy and protected amidst the pandemic. The way they are contributing to keep the nation safe is commendable.
In this pandemic how did you shoot this campaign and what was the brief to the agency?
The pandemic had indeed set numerous challenges but we operated under strict safety measures throughout the shoot. We ensured that the highest standards of safety and hygiene were followed during the shoot and every person involved had to follow the prescribed protocol for the shoot. The brief we gave to the agency was to create a tribute for our corona warriors which resonated with our brand values for the occasion of festivals of lights.
How has the company coped with this pandemic and personally how did you motivate your team?
This new operating environment can get pretty intense for the team and can pose several challenges. But our employees showed great agility in adapting to the new normal. Our dedicated employees are the main reason for our successful and sustained growth and they are the key to strengthen our competitive edge and leadership position.
In the new normal how do you see the communication from JK Cement to their customers?
The initial phases of lockdown were definitely challenging for us. There were supply chain roadblocks as well as concerns with capacity utilisation. With the easing of the lockdown restrictions, construction activities have started and we are witnessing a good demand from the rural areas. During the new normal, our motto has been to run the business operations as usual but by keeping ourselves and everyone around us, safe. We are communicating to our customers that JK Cement is committed to continue quality manufacturing and will continue to deliver upon the promises of the past. We are working and improving constantly to provide the best of products and services to all our stakeholders and to meet our commitments towards building a stronger nation. We hope you and all our stakeholders will continue to support us as we all grow together towards scripting the next success story of JK Super Cement.
Link of the film: