In celebration of India's Independence Day, leading real estate developer K Raheja Corp has unveiled a novel music campaign, #PragatiKiDhun. This unique project features a melody composed not of traditional instruments, but of sounds captured from the company’s bustling construction sites and customer interactions across its various sectors, including residences and retail spaces. Skillfully arranged to the tune of the iconic patriotic song 'Saare Jahan Se Accha', this campaign aims to spotlight the significant role played by the real estate industry in India's sustained growth.
In a unique tribute to India's Independence Day, leading real estate developer K Raheja Corp has launched a distinctive music campaign, titled #PragatiKiDhun. Instead of traditional musical instruments, the composition features sounds sourced directly from the company's vibrant construction sites and daily interactions that Indians have with various brands under the K Raheja Corp group, which spans a diverse portfolio that includes office parks, residences, hospitality, malls, and retail outlets.
With this campaign, K Raheja Corp aims to shine a light on the significant contributions the real estate sector, and specifically their own group, has made to India's notable growth and progress in recent years.
The #PragatiKiDhun music campaign was crafted by K Raheja Corp's in-house Corporate Communications Team in collaboration with their social media agency, The Small Big Idea. The innovative concept originated from a brainstorming session between the two teams. The sounds – the clinking of construction materials, office ambiance, cheerful household noises, busy mall environments, and lively shoppers – have been meticulously intertwined to craft a symphony that celebrates the positive impact of these businesses on daily life in India.
Under the skilled direction of Kartik Parande and with expert post-production blending by renowned music composer Sanket Sane, these sounds have been harmonized to reimagine the iconic patriotic song ‘Saare Jahan Se Accha’.
Commenting on the campaign’s launch, Cheryl D’souza Waldiya, AVP - Corporate Communications, K Raheja Corp, shared her insights. “With #PragatiKiDhun, our aim has been to encapsulate the diverse and positive interactions that Indians have with our brand on a daily basis,
This musical tribute not only resonates as a heartfelt homage to India’s Independence but also stands as an innovative example of how a corporation can connect with its community in a meaningful way. It is a harmonious reminder of the private sector's ability to inspire and shape a nation’s progress, echoing the potential of businesses, like K Raheja Corp, to be significant players in the nation's onward journey.
In conclusion, the #PragatiKiDhun campaign by K Raheja Corp is more than just a melody; it is a message. It seamlessly fuses the sounds of progress and everyday life, crafting a musical narrative that celebrates India’s growth while honouring its heritage. As India marks its Independence Day, this campaign serves as a stirring reminder of how unity, industry, and creativity can converge to propel a nation forward.
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