For the Karnataka market, the task was to communicate that JSW CompCem offers both initial and final strength, so you don’t have to compromise on either.

The idea for the campaign stemmed from the endearing Kannada phrase, “Swalpa Adjust Maadkoli” (meaning “please adjust a little”), which is used in everyday life by Kannadigas. The film conveyed the message that Kannadigas who are warm and friendly by nature, are willing to adjust a little for the sake of others, but will never compromise on the construction of their home. Rooted in the culture of the state, this slice-of-life film also features folk-inspired music, composed and sung by the popular Kannada musician, Vasu Dixit (of Swarathma fame).