UltraTech Cement Diwali campaign shows an emotional moment between a young couple who want to do up their house for Diwali, but realize that there are limitations when 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 in the background of own home, which we intended to capture through this film,” says Ajay Dang, Head – Marketing, Joint Executive President at Aditya Birla Group commenting on the UltraTech Cement Diwali Campaign.
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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 conceptualized 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’.