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