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Kajaria Ceramics Launches New Television Campaign Celebrating the Spirit of India

Kajaria Ceramics, the largest manufacturer of ceramic and vitrified tiles in Indialaunched a fresh brand campaign with the renowned bollywood actor Akshay Kumar. The celebrated Bollywood actor will also be associated with Kajaria as its official brand ambassador and will be seen starring in Kajaria’s upcoming advertising and print campaigns. Known for being rooted to Indian soil as its global manufacturing base and being synonymous with innovation, Kajaria Ceramics chose Akshay Kumar as his work and personality resonates with and exemplifies company’s mission statement.

The new ad campaign symbolizes Kajaria’s committment for the furtherance of India. The film shows various facets of Indians striving to contribute to the growth of the nation; whether as a soldier protecting the borders even in extremely harsh conditions, or as a wrestler, or as a young student representing India at the international platform, a sculptor giving shape to a Durgamurti, or as a kalari performing kalaripayattu, a martial art orginated from Kerala.This is followed by Akshay Kumar saying Deshkimitti se bani tile se desh ko banate hain”. The campaign shows the patriotic fervor of every Indian and presents Akshay Kumar in the same spirit. This simple yet heartwarming ad campaign is sure to appeal to every Indian.


Speaking on the launch of the TVC campaign and Akshay’s association with the brand, Rishi Kajaria – Joint Managing Director, Kajaria Ceramics said, “We are proud to associate with Akshay Kumar as he truly reflects a daring, athletic, rugged and Indian persona of our brand Kajaria. Our new TVC campaign is a reflection our brand philosophyDeshkimitti se bani tile se deshkobanatehain”and brings forth our commitment to serve the nation. We hope that this film touches the heart of every Indian all over the world. Akshay Kumar has a patriotic image because of the movies like Rustom, Baby, Holiday to name a few. That made him a true embodiment of our brand philosophy and which is why when we thought of the concept – Deshkimitti se bani tile se deshkobanatehain”.

Akshay fit the image perfectly well.  We are extremely thrilled to have him on-board and we are confident that this partnership will be mutually rewarding and we look forward to a journey together.”

Speaking on the partnership, Akshay Kumar said, I am very happy to be associated with India’s no 1 tile manufacturing company – Kajaria Ceramics. I got particularly excited about the brand’s tagline –Deshkimitti se bani tile se deshkobanatehain”which I can truly relate to as an Indian. I look forward to a long fulfilling association with the brand.”

Elaborating on the creative idea behind the campaignthe creative agency said, “With this new ad campaign for Kajaria, we wanted to celebrate the spirit of India and Kajaria’s successful journey over the years. We wanted the campaign to have a patriotic and Indian feel which every Indian could relate to. The film is portrayal of the emotional bond that every Indian has with our Motherland and this new ad campaign is sure to evoke that sentiment.”

The campaign will unfold with a power packed 360- degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print,cinema and TV.

Since its founding in mid-1988, Kajaria has been moving forward on many fronts to capitalize on solid growth opportunities, to improve its operating efficiency and to sharpen its business portfolio’s focus. Today, as a result of its internal growth initiatives and several strategic and innovative initiatives, KajariaCeramics business has grown many folds and we have emerged as the largest manufacturer of ceramic/vitrified tiles with an aggregate capacity of 68.60 million sq. mtrs. In FY 2015-16, the brand achieved a turnover of Rs. 2695 crore and aiming for industry beating growth in FY 2016-17. Celebrating the success of an Indian home-grown brand globally, Kajaria Ceramics’ plans to build a stronger image for the brand through this association.

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