JK Lakshmi Cement launches tvc as part of ‘Soch Karo Buland’ campaign

JK Lakshmi Cement (JKLC), one of India’s leading cement manufacturers launched a new 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 ones dream home. 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.

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.

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."

With ambitious plans to achieve net-zero carbon emissions by 2047, the company is at the forefront of green initiatives, including a remarkable 48% renewable energy usage in FY 2023-24 and a goal to transition to 100% renewable electricity by 2040.

Through this rebranding initiative, JK Lakshmi Cement remains a leader in innovation and shows commitment to sustainability, keeping the aspirations of its customers at the forefront of its operational framework. The company will be able to build ambitious futures by connecting with the emotional storyline of homeownership and allowing its customers to envision expansive possibilities. As a company emphasizing sustainability and focusing on customer needs, JK Lakshmi Cement is adeptly placed to shape the future of the construction industry and make lasting contributions to India's development story.

• Creative Agency - Fisheye Creative Solutions
• Production House – Double Barrel communications