UltraTech Cement launches their Diwali campaign
UltraTech Cement releases their new film this Diwali, in which they illustrate the joys of celebrating Diwali in your own home.
The film uses an emotional moment between a young couple who are wanting to do up their house this Diwali and realise that all said and done there are certain limitations of staying in a rented place.
“Home is the most important project of one’s life and a strong source of identity. The process of building a home starts long before the structure takes shape. Homes are first built in people’s mind. Each occasion has an elevated emotion attached to it on the background of an own home , which we intended to capture through this film” says Ajay Dang, Head - Marketing, Joint Executive President at Aditya Birla Group.
Adds Sanchita Ganguly, Brand Building Head at UltraTech Cement “ The challenge was to bring forth the yearning for one’s own home without taking away the festive nature of the occasion. Thus we chose to showcase the sweet anticipation at the moment of truth through our protagonist couple”
The film is conceptualised by Infectious, the brand's digital agency on record. Says Ramanuj Shastry, co-founder Infectious, “It is often during Diwali that one feels the need to be at home or have one’s own home. This emotion is a very powerful one which we used in the film 'Agli Diwali Apne Ghar’.
Client Team: Ajay Dang, Sanchita Ganguly, Mahdi Syed
Agency Team: Ramanuj Shastry, Nisha Singhania, Upasana Naithani, Madhurima Sawale, Parth Walse Patil, Devansh Chaudhary
Production House: Mothership Productions
Director: Kashif Memon