Kajaria features Akshay Kumar and Ranveer Singh in its Desh Ki Mitti campaign

The campaign is conceptualized by 82.5 Communications.

Kajaria launched its latest Desh Ki Mitti Campaign, celebrating 35 years of excellence, featuring Bollywood actors Akshay Kumar and Ranveer Singh as brand ambassadors.

The 360-degree pan-India campaign's core message, "Hum Alag Hain, Par Ek Hi Mitti Ke Hai," beautifully portrays the unity that binds us as a nation, transcending our diverse backgrounds. Kajaria aims to highlight this unifying spirit while emphasizing its commitment to providing top-tier quality products that stand the test of time.

Conceptualized by 82.5 Communications, the campaign's ad film with Akshay and Ranveer perfectly captures the essence of Kajaria's numero uno stature in the industry. Its strategic objective is to reach deeper into Tier 2 and 3 cities, and to cater to the southern markets. The TVC will be released in regional languages like Tamil, Telugu, Kannada, and Malayalam.

Shot over a span of 5 days in Mumbai and Jaisalmer, the heart of the campaign unfolds through the tale of two Special Forces officers, played by Akshay and Ranveer. Despite their contrasting personalities, they are bound by their love for "Desh Ki Mitti." The film showcases their competitive sides during workout at a gym, engage in dance-offs, or a game of tug of war. However when faced with a Rescue Mission, they unite, leaving everything else behind. 

Speaking on the campaign launch, Rishi Kajaria, joint managing director of Kajaria Ceramics, commented, "We are delighted to have two of the biggest names in Bollywood, Akshay and Ranveer, for our new campaign. At Kajaria, our journey has been guided by a deep-rooted commitment to unity and pride for our nation. Both personify the values we stand for - excellence, integrity, and a deep love for the nation. With this campaign, we aim to inspire a sense of pride and togetherness in our customers, reaching every nook and corner of the country."

Chetan Kajaria, joint managing director at Kajaria Ceramics, further added “As Kajaria enters its 35th year, this collaboration marks a new chapter for the company, and we look forward to continuing our commitment to providing top-quality products with latest trends and technology with a diverse portfolio. We are proud Indians, and even more proud of being an Indian company. The Desh Ki Mitti campaign fits beautifully with our ideology and commitment of creating the best for our nation”.

Speaking on this campaign, Akshay Kumar said, “I have been associated with Kajaria tiles for more than 6 years. Working in the ad for Kajaria Tiles has been an incredible experience. The film's message of unity and pride resonated deeply with me, and it was an honour to be a part of this inspiring project”.

Speaking about the association, Ranveer Singh, said “The story beautifully portrays the strength of being united for the country. It personifies deep love for nation and that is something my heart is encompassed with. Also the integrity that the brand stands for establishes a strong connect with my persona. I am thrilled to join hands with a brand that embodies excellence and innovation."

The Desh Ki Mitti theme, launched six years ago, has made Kajaria stand out in the cluttered advertising space, becoming a benchmark for tile advertising.