Tile company Kajaria has launched the next leg of its ‘Desh Ki Mitti’ campaign celebrating 35 years in the business. Alongside actor and brand ambassador Akshay Kumar, the current campaign also features actor Ranveer Singh.
The 360-degree pan-India campaign’s core message is “Hum Alag Hain, Par Ek Hi Mitti Ke Hai.”
Conceptualised by 82.5 Communications, the campaign’s ad film was shot over a span of five days in Mumbai and Jaisalmer, informed an official statement. The duo play army officers in the same regiment but with contrasting personalities. The film showcases their competitive side during workouts, dance-offs and a game of tug of war. It captures how they set their differences aside when on a mission, because of their shared love for ‘Desh Ki Mitti’.
The campaign’s stated objective is to reach deeper into tier 2 and 3 cities, and to cater to the southern markets. The TVC will be released in the four regional languages of the South.
Rishi Kajaria, Joint Managing Director, Kajaria Ceramics, said, “We are delighted to have two of the biggest names in Bollywood, Akshay and Ranveer, for our new campaign. At Kajaria, our journey has been guided by a deep-rooted commitment to unity and pride for our nation. Both personify the values we stand for – excellence, integrity, and a deep love for the nation. With this campaign, we aim to inspire a sense of pride and togetherness in our customers, reaching every nook and corner of the country.”
Chetan Kajaria, Joint Managing Director, Kajaria Ceramics, added, “As Kajaria enters its 35th year, this collaboration marks a new chapter for the company, and we look forward to continuing our commitment to providing top-quality products with latest trends and technology with a diverse portfolio. We are proud Indians, and even more proud of being an Indian company. The Desh Ki Mitti campaign fits beautifully with our ideology and commitment of creating the best for our nation”.
Kumar said, “I have been associated with Kajaria tiles for more than six years. Working in the ad for Kajaria Tiles has been an incredible experience. The film’s message of unity and pride resonated deeply with me, and it was an honour to be a part of this inspiring project”.
Singh noted, “The story beautifully portrays the strength of being united for the country. It personifies deep love for the nation and that is something my heart is encompassed with. Also the integrity that the brand stands for establishes a strong connect with my persona. I am thrilled to join hands with a brand that embodies excellence and innovation.”
The Desh Ki Mitti theme was launched six years ago. According to Kajaria, it has helped the brand stand out amid the clutter.
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