Mumbai: JK Lakshmi Cement, in association with BC Web Wise, launches its new digital ad film called #IndiaAbSoschBulandKaro to celebrate the country’s 75 years of Independence with a unique insight on freedom.

The ad film revolves around a man who is eagerly waiting to move into his own home. He recalls the moments he spent in a rented house and now is gratified that he does not have to abide by rules anymore. It subtly brings out patriotic sentiments and celebrates a new facet of independence and belonging that comes with living in one’s own home. The brand applauds the ‘Buland Soch’ of celebrating freedom in one's own home.

"In India, barring a small percentage of the population that belongs to the economically upper-class segment, the rest of the country aspires to have a home of their own and is probably the first thing on their wishlist. This film precisely captures the emotion of liberation and sense of ownership that is always missing in a rented house, by highlighting the glory, pride and freedom associated with one’s own home. It is freedom in its true essence," the company said.