Vritti iMedia Engages 23,000 Kids for JK Cement at Diggi Padyatra in Rajasthan

Marketing | November 9, 2016 | News

Vritti iMedia JK Cement

J.K. Cement Ltd is an affiliate of the multi-disciplinary industrial conglomerate J.K. Organization. One of the leading cement producers in the country, the company has over four decades of experience in cement manufacturing.

JK Cement Ltd has over the years has been associated with several corporate social responsibility and branding initiatives in India. A recent addition to the list of such initiatives is the campaign run in a tehsil name Diggi, Tonk district, Rajasthan.

Diggi town is the site of a famous “Lord Vishnu” temple where the annual “Diggi Padyatra” is celebrated during the months of September-October. This Padyatra attracts over 15 lacs+ semi-urban and rural devotees from all over Rajasthan.

The Diggi Padyatra starts from Tadkeshwar temple in Jaipur, proceeds to Moti Doongri Ganesh Ji temple and on the concluding day, the yatra culminates at Lord Kalyan Ji temple in Diggi. A test of faith and belief of the devotees, this yatra aligns quite well with the brand – J.K. Super Cement’s tagline, “Vishwaas hai Ismein Kuch Khaas Hai”. Thus, it was a great opportunity to conduct a CSR cum branding campaign associated with this festival.

A research on the literacy rate of the surrounding area revealed that the literacy rate was very low, even among the devotees who participated in the Yatra.  The Company thus conceptualized its campaign named “Bal-Sabha” with the objective of motivating children about education and to make them aware of important aspects of the Indian society. This awareness program was done through entertaining the audience in the form of singing and dancing.

In this “Bal- Sabha” a stall was created in which a temporary school was made & a “Classroom look” was given to the stall. This aimed at motivating children who have either never been admitted to a school or have dropped out of school due to various reasons.

Apart from education, “Bal-Sabha” also focused on some other important topics like society welfare, save girls, education of  a girl child, joint family, traffic rules, etc. which are very important topics that growing children should know about. For better engagement, a Talent Show was also conducted where children displayed their talent, attracting huge crowds in the process.

Approximately 23, 000 children participated actively in this unique campaign and were felicitated with participation certificates on the last day. This activity not only brought smiles on their faces but also educated them and created an aura of happiness amongst the elders.

Apart from this special initiative, the Company also organized for measures to help the devotees gathered.  Since walking the entire distance was difficult for the unwell, old and the physically challenged, JK cement Ltd. arranged vehicles for them. The Company also made provision for clean drinking water by installing several drinking water centers. These activities were greatly appreciated by local authorities and won hearts of the rural consumers as well.

J.K. Cement touched the hearts of many people by way of this simple yet exclusive gesture.  It created memories for millions of people which is far more important for a low involvement category like cement. Nitish Chopra – Head (Branding & Communication), J.K. Cement said “Vritti iMedia and their team conceptualized this brilliant idea of Bal-Sabha at Diggi Kalyanji and executed this activation as planned. The pilgrims could connect with our brand and this was a very effective means of reaching out to rural markets of Rajasthan and further strengthening our brand identity.”

The Padyatra is a popular annual religious event in the state, and sees the convergence of 15 lacs+ semi-urban and rural populace from all nooks and corners of the state.

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