Everest Super asks, “Zindagi rangeen toh chatt kyon na ho rangeen?”

Everest, one of India's largest and fastest growing complete building solutions providers launched their new product Everest Super - colourful fibre cement roofing sheets with heat & water resistance and non-corrosive features. This is the first time ever in India that fibre cement roofs are made available in colour.

The corrugated fibre cement roofing sheets are easy to fix, economical and promise low noise, low heat and special properties of corrosion-free experience. As these sheets are made from finest quality cement and fiber through a unique fibre mesh technology they give you a product of long lasting value.

Mr. Sanghi, the managing director of Everest Industries, says, “Everest Super is a truly innovative product that’s launched keeping in mind how colour can enhance the look of a roof and in turn the house itself. We hope that Everest Super becomes synonymous with the pride and development that reek of the rural India of today.”

The colourful roofing sheets with such prominent features demanded a communication that would appeal to its audience. Colour being an intricate part of the lifestyle in India is found everywhere –clothing, foods and festivals. Thus the film celebrates the village life and the people who it talks to.

Adding to the creative approach, Mihir Chitre, Associate Creative Director, What’s Your Problem, says, “The attempt, as always, was to come from an insight. In this case, we realized that in the rural India of today, everything, from mobile covers to footwear, oozes colour. But surprisingly, roofs have always been an exception. Hence we decided to simply ask people if their whole life is colourful, why not the roof above the head. This became the campaign thought.

The film had to be visually stunning yet earthy and rooted in the reality of rural India. I’m fortunate to have chosen to work with a director like Joyeeta Patpatia whose aesthetic sense added tremendously to the film.”

Tejas Mehta, Director- Account Management, What’s Your Problem, adds, “This was a great opportunity for us to reach out to our audience in different regions of the country and build universal affinity for colourful roofs. Once we identified the audience, which in this case was rural, and understood them, communication automatically starts making a lot more sense. Getting to work on this category was a great opportunity that we’re fortunate to have seized. I am guessing this further establishes us as a truly versatile agency. This campaign is very special.”