Aluminium formwork maker Knest releases new campaign video featuring Rahul Dravid as brand ambassador

Knest, the largest aluminium formwork company in India and the fastest-growing one globally has released a new ad film featuring Rahul Dravid, popularly known as Mr. Dependable, as part of its ongoing nationwide campaign 'As Dependable As It Gets.' The cricketing legend is the brand ambassador for this campaign, which has been developed by Atomium Labs, the Strategy Partner and Agency On Record (AOR) for Knest.

Rahul Dravid was previously chosen by Knest as the company's brand ambassador for the tagline that the Indian cricketer has earned over his decorative career. Dravid is also referred to as the 'Wall' of Indian cricket for his headstrong attitude on the field. Just like the player, Knest aluminium formworks are extremely robust and can endure immense pressure without the fear of breakage. The video relays a similar essence keeping the epitome of dependability, Rahul Dravid at its helm. 

Talking about the collaboration, Rahul Dravid exemplified: "Right from the time of our first contact, I have been fascinated with Knest and its offerings. Now, having worked closely, I am happy to contribute to their endeavour of taking Indian real estate forward. It's great to see people and processes coming together for one common goal."

Nitin Mittal, the chairman & MD of Knest, mentioned: "We are committed to building an efficient and sustainable real estate ecosystem for all. And with an icon like Mr Dravid, we can inspire the country towards that future. Through this campaign, we want to reinforce that there's a name in aluminium formwork that Indian real estate can depend on, and it's Knest."

The Founder & NCD, Atomium Labs, Pratyush Sinha, while elaborating on the film's concept, blurted out: "Mr Dravid has been the living embodiment of dependability, so the synergy was quite natural. The idea was to create enduring associations between the brand and RD, as we call him while elevating the appeal of the product offering. It's a visual symphony, and we are confident it will strike the right chords."

The film draws meaningful parallels between the brand and the cricketer, both of which are known for their dependability, and is enhanced by an originally composed symphony. The campaign aims to create a long-lasting association between Knest and RD while also increasing the product's appeal.

Knest is a Pune-based construction-tech solutions company that offers aluminium formwork for infrastructure development and real estate. It is a multinational corporation that has worked with over 500 clients across eight countries since its establishment in 2014. The company has grown to become the leading player in the Indian aluminium formwork industry, with world-class solutions for developers worldwide.