The campaign
Shree Cement has released its Diwali 2026 film, Boodha Bargad Aur Natkhat Bandar. The ETBrandEquity report does not name an agency or director. The campaign follows Parshuram, an elderly father, and Vikram, the son who now handles much of his daily care.
The title, which translates to the image of an old banyan tree and a naughty monkey, sets up the central metaphor. It is a family story first, with the brand appearing as an idea rather than a product showcase.
What the film says and how
The film works through a change in roles. Parshuram once protected Vikram; now Vikram protects Parshuram. In the story, the father recalls a childhood fable about a banyan tree that shelters a restless monkey. The parallel is direct: the parent who offered shade and safety now needs that same care from his child.
The sharpest source of tension is Parshuram’s worry that he has become a burden. Vikram experiences the same care differently — as love, not obligation. An origami bird from Vikram’s childhood becomes the object that closes the loop, carrying the memory forward without a heavy-handed speech. Shree Cement uses that shift to connect family care to the idea of home as a place of security and belonging.
The response so far
As ETBrandEquity reports, the film is being shared for its cross-generational emotional pull; the report does not include view counts or platform metrics. Managing director Neeraj Akhoury explained that the company wanted to reflect how care and protection pass within families, and how the meaning of a home continues to grow with its people.
Bharati Dadhbawala, head of communications at Shree Cement, said the story of Parshuram and Vikram was intended to capture tenderness, vulnerability and quiet understanding. She added that the hope is for audiences to reflect on the bonds that sustain them.
The category context
Most cement advertising leads with strength, scale or construction. This film chooses vulnerability instead. By tying an ageing parent’s need for care to the feeling of home, Shree Cement moves the category conversation from building material to emotional infrastructure.
- Shree Cement’s Diwali film explores evolving family dynamics.
- An elderly father reflects on care as his son becomes the caregiver.
- A childhood memory becomes the symbol of a bond across generations.
That shift matters in the Diwali window, when family-oriented storytelling is abundant but rarely grounded in this specific, role-reversing ageing story for a manufacturer.
What to watch next
The report does not flag a sequel, a behind-the-scenes cut or regional versions. The next signal to watch is whether this fable-led warmth gives Shree Cement stronger festive recall than more conventional product-led cement ads, and whether the brand continues the theme across the rest of the festive season.
Watch the original: Shree Cement on YouTube
Source: ETBrandEquity.com
