~ JK Super Cement and JUJU Films put the brand inside a Kanpur love-and-construction story across 53 vertical episodes on ZEE5 Bullet, ShareChat and Moj ~
Kanpur / New Delhi, September 2026: JK Super Cement is betting that the next cement ad is not an ad at all. With JUJU Films, the brand has produced Tera Ghar Mera Ghar, a 53-episode vertical microdrama that streams on the ZEE5 Bullet Micro Drama App and on ShareChat and Moj — billed as a first-of-its-kind play for India’s cement and building-materials category.
The series follows Aman and Asha, a Kanpur couple who get a shot at building their own home ahead of welcoming their first child. Through the ninth month of pregnancy they juggle construction delays, money stress, family drama and relationship friction — the everyday chaos of home-building, written as serial entertainment rather than product demo.
What makes the format sharp is structural fit. Most brand-TV deals drop a sponsor into someone else’s show; here the entire premise is building a home, so the category sits in the backdrop of every scene. Product placement becomes premise — the brand is woven into the life being built, not cut into commercial breaks. On ShareChat and Moj alone, microdramas already clock more than 500 million daily episodic views, giving the series a mobile-first audience already trained to binge short vertical arcs.
Pushp Raj Singh, group president – sales & marketing, JK Cement, has framed the shift as moving beyond strength-and-durability claims toward the emotional journey of individual home builders — from being part of building homes to understanding the lives built inside them. Nipun Arora, founder of JUJU Films, calls it stepping into the consumer’s world rather than making another film about the consumer.
Marketing take: When category and narrative collapse into one canvas, branded entertainment stops interrupting and starts belonging — JK Super Cement is using microdrama scale to sell aspiration, not bags of cement.
