JK Super Cement ORIGINALS changes the game with India’s first micro-drama, Tera Ghar Mera Ghar, by a cement brand

New Delhi, Aug 27:  JK Super Cement, India’s fifth largest grey cement brand from the house of JK Cement Ltd., is taking a new approach to brand storytelling with Tera Ghar Mera Ghar, a 53-episode vertical micro-drama created in partnership with JUJU Films. The series premieres on the ZEE5 Bullet Micro Drama App and will also be available on ShareChat, Moj, and JK Cement India’s Facebook and YouTube pages.

In a first-of-its-kind initiative for the Indian cement and building materials category, JK Super Cement moves beyond conventional advertising to tell a story rooted in the everyday experiences of an individual home builder. The series explores the emotional journey behind building a home, where construction decisions are closely intertwined with relationships, finances, family dynamics, aspirations, and life-changing milestones.

Set in Kanpur, Tera Ghar Mera Ghar follows Aman and Asha, a young couple who receive an unexpected opportunity to build their own home while preparing to welcome their first child. Over nine months, they navigate financial pressures, construction challenges, family interference, relationship tensions, ambition, love, and the everyday chaos that accompanies building a home.

Featuring Keshav Sadhna, Yogita Bihani, and Sumit Arora in lead roles, and performances by an ensemble cast, the series offers a relatable and entertaining portrayal of a young couple trying to build not just a house, but a life together. Its vertical, mobile-first format reflects evolving entertainment consumption habits while offering an immersive storytelling experience for digital audiences.

Commenting on the initiative, Pushp Raj Singh, Group President – Sales & Marketing, JK Cement Ltd., said,

 “For generations, cement communication has focused on what a product delivers—strength, durability, and quality. But for an Individual Home Builder, a home is much more than a structure; it is where aspirations take shape, relationships grow, and life’s most important moments unfold. At JK Super Cement, we believe that understanding this emotional journey is as important as understanding the product itself. The Micro Drama Tera Ghar Mera Ghar brings this philosophy to life by moving beyond conventional product communication to tell stories rooted in the realities, aspirations, and relationships of people building their homes. It marks a larger shift in our brand approach—from simply being a part of building homes to becoming a brand that understands the lives being built within them. Through this micro drama, we are bringing JK Super Cement closer to real consumer experiences and reinforcing a simple belief: building a home is ultimately about building a life.”

JK Super Cement has consistently evolved its storytelling in step with changing media and content-consumption behaviors, ensuring every campaign explores contemporary formats while staying firmly rooted in its enduringly BUILD STRONG ethos. From extending narratives beyond conventional advertising to experimenting with formats such as memes, influencers, digital content creators, and music videos, the brand has continually broadened how it engages with audiences. The vertical microdrama format is the latest evolution in this journey, bringing the brand into a highly engaging, mobile-first storytelling space without losing sight of its core promise of BUILD STRONG.

Developed in partnership with JUJU Films, the project brings together creative talent across writing, direction, cinematography, music, casting, and technology. Through JK Super Cement Originals, the brand aims to demonstrate how a traditionally functional category can create meaningful yet entertaining content by placing consumer experiences at the heart of their brand storytelling.

Nipun Arora, Founder, JUJU Films and Producer of Tera Ghar Mera Ghar, said,

“The biggest opportunity for brands today is not to make more advertising, but to become more relevant to people’s lives. With Tera Ghar Mera Ghar, JK Super Cement has taken a very different approach; it is not making a film about its consumer; it is stepping into the consumer’s world. The home-building journey gives us a naturally rich canvas of emotion, humor, conflict, and aspiration, where the brand has a genuine reason to exist.”

Munaf Merchant, Head – AVOD & Partnerships, BULLET Microdrama App, said:

“Branded microdramas work best when the brand has a natural role within the story and adds to the world the characters inhabit. Tera Ghar Mera Ghar is a strong example of that fit because the idea of building a home is intrinsically linked to JK Super Cement while giving audiences a relatable story they can connect with. We see significant potential for more brands to use microdrama in this way, creating partnerships that are rooted in strong narratives while reaching audiences through a fast, mobile-first format.”

Tera Ghar Mera Ghar streams and premieres Friday, August 21, 2026, on the Bullet Micro Drama App and ZEE5 Mobile App, with additional availability on ShareChat, Moj, and JK Cement India’s Facebook and YouTube pages.