MUMBAI: A rangoli is usually made to be seen. K Raheja Corp’s Diwali film, ‘Akkad Bakkad’, turns the festive decoration into something that can be felt, as a group of children use building blocks to help a visually impaired girl experience the design.
Set at Raheja Jade City, the group’s residential project in Airoli, the film follows children whose rangoli is accidentally disturbed by a young girl. Rather than abandon it, they recreate the pattern using building blocks, tracing its outlines in a raised form. The girl is then able to feel the design and complete it by placing the final light.
The film builds on the thought that perception is shaped as much by perspective as by sight. Its Hindi tagline, ‘बात सिर्फ़ नज़र की नहीं… नज़रिए की है’, translates to ‘It’s not just about what you see. It’s about how you see it’.
The campaign also extends the group’s building-block metaphor beyond construction, linking the creation of physical spaces with the relationships and shared experiences that develop within them. Its closing message, ‘इमारतें बनाना हमारी पहचान है, रिश्ते बनाना हमारी विरासत’, translates to ‘Building structures is our identity. Building relationships is our legacy’.
K Raheja Corp vice president and head of corporate communications Cheryl D’Souza-Waldiya said the group chose to tell a quieter story about how small gestures and imagination can bring people together, rather than focus on the scale of its developments.
Conceptualised by K Raheja Corp’s corporate communications team, ‘Akkad Bakkad’ has been directed by Alok Sutar, with music produced by Sanket Sane.
The film brings together the group’s businesses, which include Mindspace Business Parks, K Raheja Corp Homes, Chalet Hotels, Inorbit Malls and Shoppers Stop, under a festive narrative about inclusion and community.
