Wonder Cement launches campaign showcasing brand philosophy

26 Nov,2014

By A Correspondent


Wonder Cement, part of the RK Marble Group has rolled out a campaign to communicate its new brand philosophy of ‘Ek Perfect Shuruaat’. The brand’s strategic intent was to own the moment of truth in consumers’ life which also happens to be the core of the brand’s existence. The philosophy is based on the strategic frame work of everything the organization does.


The campaign is a robust 360 degree campaign owning the core brand idea across all mediums. The TVC has been conceptualized by Candid Creations and highlights the various emotional stages of a person’s life like marriage, first day at playschool, moving into a hostel for higher studies, first day at college, and laying of foundation stone for a new factory.


Vivek Patni – Director, Wonder Cement said, “Cement as a category is seen as a commodity in general, but we don’t want our brand to be viewed that way. Hence, we have launched a series of TVC highlighting various significant stages in an individual’s life. The basic premise of our new campaign is connecting with the consumers emotionally which has been emphasized through the brand’s messaging Shuruaat Sahi Toh Har Baat Sahi.”


Speaking about the campaign, Kiran Deohans – Creative Director, Candid Creations said, “Unlike other cement brands, Wonder Cement’s TVC doesn’t talk about the attributes of the product like strength, durability, hardness. Instead it showcases the important occasions that occurs in a person’s lifespan and reiterates the belief that well begun is half done”


The campaign will be spread across threee months. The brand positioning will be further communicated by on-ground activation, print advertisements and radio commercials.


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