A R Rahman a Grammy and two-time Academy winning Indian music composer has recently composed a brand-new jingle for JSW Cement titled ‘Yaariyaan’. This jingle becomes the musical track for JSW Cement’s latest TVC, “Kai Ki Mazboot Tayari Ke Liye”. The lyrics of the musical track is penned by songwriter Shellee.
This campaign mainly focuses on an initiative that features entwine narrative of JSW Cement’s contribution to the development of India’s infrastructure and their contribution to nation-building through their environment-friendly products. It showcases the benefits of using these products for building individual homes. This jingle portrays a strong bond shared between their customers and the Green cement brand.
The TVC’s campaign showcases the journey of an individual home builder aspiring to build his own house and the company’s contribution to this dream of the builder and their role in nation-building in a creative way. The TVC was visualized by Plotter’s Ink.
A R Rahman shared that “I always get motivated to compose and sing songs that give hope to others, especially during this pandemic. I strongly believe that music has the power to strengthen us all. So likewise, I do hope that this JSW Cement jingle ‘Yaariyaan’ would also bring a smile on each of our faces”.
Nilesh Narwekar, the CEO of JSW Cement commented on this, “It was a great honour that renowned A R Rahman agreed to create a new jingle for us. As India’s one of the leading green cement brand, the TVC recapitulates our commitment to ensuring an even more sustainable future through our products. Our environment-friendly products not only reduce greenhouse emissions but it consumes less energy during their manufacturing process. By using our products our Indian customers not only fulfils their aspirations and dreams of having their own house but instead it also provides much safer and imperishable life for the future generations”.
This campaign aims to strengthen the company’s position in the market as an eco-friendly cement in India. They plan to achieve this by 2023. The beauty of this film is that it effortlessly helps us to strengthen the concept ‘The Leaders’ Choice’ as we truly believe that a great leader is someone who helps to build and cherish our bonds at the same time appreciating many others who help in making this dream to come true”, commented Saachi Agrawal, the Co-Founder of Plotters Ink.