ASIAN GRANITO INDIA’S DUSSEHRA CAMPAIGN CHAMPIONS THOUGHTFUL CHOICES

Asian Granito India Ltd. (AGL) has launched its Dussehra campaign, ‘Iss Dussehra, Soch Ko Thoda Premium Banao’, using a cement Ravana to symbolise selfish behaviour. The film encourages everyday acts of responsibility and thoughtfulness, positioning ‘Premium’ as a mindset that shrinks negativity and fosters positive change across society.

Asian Granito India Ltd. (AGL) has unveiled a striking new campaign for Dussehra, weaving the festival’s timeless theme of good triumphing over evil into a contemporary narrative about everyday choices. Titled ‘Iss Dussehra, Soch Ko Thoda Premium Banao’, the initiative redefines the idea of ‘Premium’, taking it beyond material possessions to embrace a way of thinking and behaving that reflects responsibility, empathy and consideration.  

At the heart of the campaign is a film that follows a young boy and a cement Ravana. This Ravana, unlike its mythological counterpart, grows larger each time it witnesses acts of selfishness and disregard for others. Everyday behaviours such as breaking traffic signals, cutting queues, littering or choosing anger over patience feed its growth, transforming it into a looming presence. The film employs artificial intelligence to bring this cement Ravana to life, expanding it into real-world settings where its size and menace reflect the cumulative impact of negative choices.  

The narrative takes a hopeful turn as people begin to act with thoughtfulness and responsibility. Each considerate gesture—whether respecting rules, showing patience or choosing kindness—causes the Ravana to shrink. The symbolism is clear: just as Dussehra celebrates the victory of good over evil, small positive actions can diminish negativity in society. By linking the Ravana’s size to human behaviour, the campaign makes the abstract idea of social responsibility tangible and visually compelling.  

AGL’s positioning of ‘Premium’ thinking is central to the campaign. Traditionally associated with superior products or exclusive lifestyles, the brand reframes the term to mean a mindset that values responsibility and empathy. In doing so, AGL extends its identity beyond tiles and surfaces, presenting itself as a company invested in shaping the social fabric. The campaign suggests that true premium lies not in what one owns but in how one behaves, and that thoughtful choices can elevate everyday life.  

The film’s creative execution underscores this message with cinematic flair. By using AI to animate the cement Ravana, the campaign bridges myth and modernity, making the metaphor accessible to contemporary audiences. The boy’s presence adds innocence and relatability, reminding viewers that children often perceive the consequences of adult behaviour most clearly. His journey with the Ravana becomes a mirror for society, urging viewers to reflect on their own actions.  

Currently live across digital platforms, the campaign is designed to spark conversations and inspire behavioural change. Its resonance lies in its simplicity: the Ravana grows when people act selfishly, and it shrinks when they act responsibly. This direct cause-and-effect narrative makes the message easy to grasp and difficult to ignore.  

By embedding the spirit of Dussehra into everyday life, AGL’s campaign highlights how festivals can serve as more than cultural celebrations—they can become catalysts for social transformation. In encouraging people to make their thinking a little more premium, the brand positions itself as a champion of values that build a better, more considerate world.  

———- Forwarded message ———
From: Kashish Gangawane<kashish.g@mondial.in>
Date: Tue, 20 Oct 2026, 13:54
Subject: Press Note – Asian Granito India gives Dussehra a premium twist with TheSmallBigIdea
To:

Greetings!

Please find below a press note on behalf of TheSmallBigIdea (TSBI) on its work for Asian Granito India Ltd. (AGL) on the occasion of Dussehra.

Requesting you to please consider the same for a story as well as for inclusion in your newsletter.

Do feel free to connect in case of any queries.

Press Note

Asian Granito India gives Dussehra a premium twist with TheSmallBigIdea

Mumbai, 20th October, 2026: Asian Granito India Ltd. (AGL) has unveiled its Dussehra campaign, ‘Iss Dussehra, Soch Ko Thoda Premium Banao’, drawing inspiration from the festival’s celebration of the victory of good over evil to explore how everyday choices can shape the world around us.

The film follows a young boy and a small cement Ravana that grows each time it witnesses acts of selfishness, from breaking traffic signals and cutting queues to littering and choosing anger over consideration. As people begin making more thoughtful choices, the Ravana starts to shrink. Using AI to transform the cement Ravana into a larger-than-life presence in real-world settings, the film brings the impact of everyday behaviour to life.

Through this campaign, AGL takes its idea of ‘Premium’ beyond products and possessions, presenting it as a way of thinking and behaving. By encouraging people to make choices that reflect consideration, responsibility and thoughtfulness, the campaign brings the spirit of Dussehra into everyday life, highlighting how small, positive actions can contribute to a better world.

The film is currently live across digital platforms.