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Indian composer A.R. Rahman creates jingle ‘Yaariyaan’ for JSW Cement


JSW Cement has come up with a brand-new jingle titled Yaariyaan and that has been composed by two-time Academy and Grammy-winning Indian composer A.R. Rahman. The musical track of JSW Cement’s new TVC, “Kal Ki Mazboot Tayari Ke Liye”, has been formed with this jingle. An intertwined narrative of JSW Cement’s contribution has been featured in the video campaign. The contribution was used in developing India’s infrastructure and in nation-building through environment-friendly products. To build individual homes, it also showcases the benefits of using environment-friendly cement product. The lyrics of the Yaariyaan jingle of this TVC has been penned by noted songwriter Shellee and composed, scored and sung by A. R. Rahman.

The strong and unbreakable bond between the customers and the Green cement brand has been portrayed by JSW Cement’s new TVC. Everyone aspires to build their own home and this TVC campaign captures the journey of an individual home builder as well as the company’s contribution to nation-building in a creatively nuanced manner. The TVC was conceptualized by Plotter’s Ink.

A.R. Rahman said, “I am always motivated to compose music and sing songs which give hope. I believe music has the power to strengthen us all. I hope the JSW Cement jingle “Yaariyaan” brings a smile to people disoriented due to the current situation.”

Commenting on the new campaign, Mr Nilesh Narwekar, CEO of JSW Cement, “It is a great honour that the legendary A. R. Rahman agreed to create a new jingle for JSW Cement. As India’s foremost Green cement brand, this  TVC reiterates our commitment in ensuring a more sustainable future through our environment-friendly cement products.  Our green cement not only reduces greenhouse gas emissions but also consumes less energy during its manufacturing process. By using our Green cement, the Indian consumers not only fulfil the aspirations of having their own home but also provides a safe & sustainable future for future generations.”

Commenting on the customer journey captured in the new TVC, Mr C L Sethunathan, Chief Marketing Officer of JSW Cement adds, “Our TVC captures the complex journey of an individual home builder as he fulfils his aspiration to build a home for him and his loved ones. The progress of turning dreams into reality is creatively captured in the film. We reiterate our responsibility towards the planet and ecology. We aim to give back to society by going beyond stakeholder expectations and making this an inclusive commitment for our customers as well.”

JSW Cement’s position as the market leader in eco-friendly cement in India has been aimed to further strengthen through this JSW Cement campaign. JSW Cement’s manufacturing footprint flanks across the West, South and East regions of India with a target of achieving 25 MTPA by 2023.


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