Jivraj9 outlines ‘Sangharsh’ role in his new campaign, Marketing & Advertising News, ET BrandEquity

A photo of the campaign

Jivraj9 launched a campaign, highlighting the role of 75 years of citizens’ struggle as a constraining factor for a diverse nation like India.

Conceptualized by Zero Gravity Communications, the campaign took ‘sangharsh ka saath’ as ​​its central theme and weaved together a diverse narrative story.

Sharad Kelkar is the voice of the campaign and she is currently live on Facebook, Instagram, YouTube and cinemas.

The ‘Sangharsh ka Saathi’ campaign aims to highlight the daily struggle of an Indian citizen as a common thread of this diversity. The minute-and-a-half-long film, directed by Roop Naik, chronicles the modern-day struggles of an Indian citizen. It also attempts to initiate a dialogue about some old struggles while some new challenges we face as a nation.

Pathik Shah, Executive Director and Rushabh Shah, Executive Director of Jivraj Tea said, “We are blessed to be part of such a diverse nation as India. These people from all walks of life share different struggles and a cup of Jivraj9 is the constant in sharing this journey. Independence Day is a good occasion to pay tribute to the hard struggles of Indian citizens who have made our country one of the fastest growing economies in the world.

Khushboo Solanki Sharma, Founder of Zero Gravity Communications, said, “The theme of bonding around tea has been central to all of Jivraj9’s campaigns. This campaign marries the concept of Indian diversity with the struggles of citizens to reaffirm the importance of “unity in diversity” as the uniqueness of our nation.

Naik said, “Jivraj 9’s campaigns have always been inspiring and touching, and I’m proud to be part of the ‘sangharsh ka saathi’ journey.”

Watch the ad here:

The campaign, designed by creative agency People Design & Communications, was rolled out across all media platforms, including outdoor, radio, digital media and cinemas.

The campaign aims to inspire farmers and housewives to free themselves from their misery of being dependent on others for their livelihood. The advertisements imply that people can make a decent living by learning a new skill.


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