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A leading cement manufacturing company, JK Cement has launched a digital social media campaign with an aim to raise awareness about the importance of an inclusive society. The campaign titled Yeh Yaarana Pucca Hai (#YYPH), is part of a bigger initiative, ‘Banaye Har Raah Aasaan’,.In the campaign, JK Cement appeals to people that every child has the right to education and as responsible citizens, people should always aim to ensure that it become a reality.

The inspiration for it apparently came from JK Cement when it made a historic feat by building 251 ramps in one single day across the districts of Jaipur, Rajasthan on August 5, 2021.The film gives a message on the need for inclusive infrastructure for differently-enabled students and access quality education to all children by providing them with equal opportunities. The creative agency behind the creative campaign is Purple Focus Pvt Ltd & the film is directed by Jay Bhansali.  JK Cement’s is committed towards inclusive education which is in sync with the government’s National Education Policy.