Knest Manufacturers LLP releases landmark Brand Anthem

Knest Manufacturers LLP, pioneers of aluminium formwork in India, have released their Brand Anthem - Desh Mein Bana Desh Ka Apna. The first of its kind for the company, the anthem delivers a resounding and emotional message for India Inc. It celebrates the people of India, the essence of being an Indian and the country’s unmatched ability to grow into a manufacturing powerhouse.

Knest attempts to capture the vast multitudes of our country - from the streets to the seas & from the farms to the buildings. The song and the film, together, create an immersive experience full of emotions. What stands out, however, are the beautiful people and the amazing values they share. The film parallelly traces the story of a small girl from the farms who goes on to become an empowered business executive, aptly capturing the potential of the Indian spirit.

Founded in 2014, Knest is India’s largest and the world’s fastest-growing aluminium formwork company. By making real-estate development efficient, sustainable & scalable, Knest is empowering stakeholders across the construction ecosystem. With more than 650 employees, about 300+ Clients and a sprawling 4 lac Sq Ft manufacturing set-up in Pune, Knest is making waves in the country.

Talking about the launch, Nitin Mittal, Chairman & MD of Knest, shared, “Since its very inception, Knest has championed the Make In India initiative and with this we wanted to make that endeavour a celebration. Packed in warmth and energy, we wanted to convey a larger message - India is a special country with boundless potential and remarkable people. And like the ethos on which our company is built, we want to empower both of them.”

The Brand Anthem & Film was developed by Atomium Labs, an integrated strategy & advertising solutions company from Pune. Commenting on the inspiration behind the anthem, Pratyush Sinha, Founder & NCD of Atomium, said “The inspiration was fairly simple - the idea of India. We wanted to capture that essence, one that immediately resonates with us even beyond the socio-political discourses we subscribe to. It is said that whatever you say of India, the opposite is also true. I firmly believe that. This anthem is a tribute to that amazing opposite.” 

“I think the reason we are one of the best nations in the world is due to the fact that India works on the support system of Indians. We help each other, we support strangers and even care about them; for me, that's what makes us great. It’s not just what we want to convey through this film, it’s the very thing that has made it possible, despite the challenges that the pandemic posed ”, adds Pratyush.

“From the very moment when the able pen of Abhinav Nagar wrote the words, we truly wanted to rally the country behind the chorus that is ‘Iss Mitti Ka Bana Main’. I am proud to share, we have worked it into existence. A beautiful song crafted to perfection by our collaborators, a cast of 75 actors and a crew of 50 members - all worked tirelessly towards a shared goal. It took us more time than planned but I am happy with the end product and most importantly, the client loved it. So WIN-WIN.” 

Pixago Films, the production unit, and Riitesh Ramaiah, the Director of the film, have done an outstanding job. We congratulate the entire team - Creative Producer (Of the film): Farhan Lambe, Lyrics: Abhinav Nagar, Music: Rakesh, Singer: Tamir Khan

The anthem is now available on all social media handles of Knest. Watch now!