As India marks its Independence Day, K Raheja Corp, India’s leading real estate developer, unveils its music campaign titled #PragatiKiDhun. Pegged on the iconic patriotic song ‘Saare Jahan Se Accha’, this visual-acoustic formation has interestingly not made use of any musical instrument in its creation. Every sound used has been captured either at the company’s bustling construction sites or from real-life encounters that Indians experience while interacting with its brands across the group’s diverse portfolio, including office parks, residences, hospitality, malls and retail outlets. The campaign’s purpose is to put the spotlight on the instrumental role played by the real estate industry in general, and K Raheja Corp group in particular, to India's remarkable growth over the years.
The #PragatiKiDhun music campaign has been created by K Raheja Corp's in-house Corporate Communications Team. The inception of the concept was during an ideating discussion with its social media agency, The Small Big Idea. The clink of construction, the elements of offices, the sounds from happy homes, the bustling engagements at malls, and the energy of shoppers blend harmoniously to create the symphony celebrating how the businesses influence everyday living. Each sound has been meticulously blended during post-production by ace music composer Sanket Sane to re-create the patriotic song’s melody and has been directed by Kartik Parande.
Speaking on the musical's launch, Cheryl D’souza Waldiya, AVP - Corporate Communications, K Raheja Corp said, “Through #PragatiKiDhun, we have endeavoured to capture the myriad everyday positive encounters that Indians experience with our brands. We have artfully woven distinct sounds from across construction sites and each of our brands, harmonising them to weave in the melody of the iconic patriotic song Saare Jahaan se Accha. The purpose is to ignite a sense of patriotism, while highlighting the pivotal role that the real estate industry plays in propelling India’s advancement, beyond of bricks and mortar.”
