For the first time ever, JSW Cement decided to go regional. They wanted to do a film-led campaign for the Kerala market. The task was to communicate that JSW Concreel HD Cement is the perfect choice to build a house in any terrain in Kerala and can withstand any of the varied climatic conditions found across Kerala.

The “wherever in Kerala” thought was creatively interpreted using the phrase “Naattil evideya?” (“Where in Kerala are you from?”), which is popular amongst Malayalis and is used often, in an endearing manner. Rooted in the landscapes and culture of Kerala, the creative output is this simple yet effective film, with a strong primary message along with cultural nuances that have been weaved in subtly and seamlessly. The music for the film was composed by Varun Sunil, (Masala Coffee), who also lent his voice to the track.

The film was received extremely well by the people of Kerala and was widely shared on social media, with people even creating memes based on the film and their own versions of the film’s music track.