JK Lakshmi Cement’s new TVC celebrates the aspiration of homeownership

The film, with Rohit Sharma, is part of ‘Soch Karo Buland’ campaign

by e4m Staff
Published: Jan 19, 2025 4:00 PM | 2 min read

JK Cement

JK Lakshmi Cement (JKLC) has launched a TVC featuring Rohit Sharma, the captain of the Indian cricket team and their brand ambassador, as part of its rebranding campaign, ‘Soch Karo Buland.’

“Conceptualised by Fisheye Creative Solutions, the TVC captures JK Lakshmi Cement’s vision of inspiring bold aspirations while celebrating the cultural and emotional importance of owning one’s dream home. The campaign highlights the emotional, cultural, and social significance of homeownership. A home symbolises success, stability, security, social status, community, and generational legacy—it reflects one’s identity, pride, and dreams. Through this campaign, JK Lakshmi Cement positions homeownership as the cornerstone of aspirations and a better future for all Indians,” stated a press release.

The overall re-positioning of JK Lakshmi Cement as one of the futuristic cement brands, reaffirms company’s long-term goal of driving sustainability, innovation, and trust, positioning itself as a trusted partner in construction and development, it mentioned.

Arun Shukla, President and Director, JK Lakshmi Cement, said, “Our new TVC aims to inspire the Indian youth to understand that a successful future starts with big dreams. Our overall campaign, 'Soch Karo Buland,' embodies our philosophy of building aspirations and trust. Through this brand refresh, we aim to align with the evolving needs of our customers, combining innovation, sustainability, and delivering customer-centric solutions. As we move forward, we aim to build structures and contribute to creating enduring legacies."