Ramco's campaign for eco-friendly plaster calls out water wastage in construction
Executed by Nirvana Films, the campaign comprises a film that underscores the gravity of the cause with a lighthearted touch.
Ramco Cement has rolled out a campaign, ‘Don’t Waste Water,’ to promote its construction chemicals brand, Hard Worker.
The campaign, executed by Nirvana Films, highlights the glaring volume of water wasted daily in the construction industry during wall plaster curing. Introducing Eco Plaster, a self-curing plaster that claims to eliminate the need for water curing altogether, the film aims to deliver a hard-hitting message on saving water, albeit with a lighthearted touch.
The film opens in a seemingly barren landscape, where three women struggle under the blazing sun to fetch water from a distant well. After a long trek, they arrive at a construction site, only to watch in horror as a worker casually empties their painstakingly collected pots of water over a wall. Enraged by this apparent wastage of their hard labour, the women’s frustration erupts into an over-the-top outburst. What we think about it: The campaign is on point highlighting the value of water without getting heavy-handed in its delivery. By contrasting the struggle of fetching drinking water with the careless wastage at construction sites, the film delivers its message with clarity. The dash of humour prevents it from coming across as preachy.
CREDITS Client - Ramco Hard worker Production house: Nirvana Films Creative – B Haridas Director - Prakash Varma Executive Producer - Sneha Iype Producer - Shamanth Kumar DOP - Tapan Basu Storyboard - Arosh Thevadathil Production Designer - Patanga Arts (Ajay Chodankar & Vipin Kumar) Art Assistant - Satya , Mohan Line Producer - Mahesh Roy Local Line Producer - Rajeev & Premanand (AGA Productions) Production Assistant - Kavikumar Production Manager - Imran Mullaji Casting Director - Thaara Umesh Actors - Vijayalakshmi,Keerthana, Tamilarasi, Krishnan, Rockey Lights - Light N Lights Music Director - Deepak Alexander
Nirvana Team: Nirvana Accounts: Mamatha, Vivek, Mani, Gowri, Raghu & Savita Nirvana Team: Deepthi, Venky, Eshwar, Kumar, Lochan