‘Banao Pyaar se’ says JSW Cement in new campaign

09 Dec,2014

By A Correspondent

 

Ogilvy Mumbai has unveiled a new campaign for JSW Cement. The plot is a heartfelt story of a true labour of love.

 

The agency decided to tell the product story in an emotional manner, an approach rarely applied to this category. While consumers are always and certainly, very involved in home making, they are not very involved in choosing a cement brand for their homes. They used this emotional hook to tell consumers that when they wait a lifetime to make their dream home a reality, they should take their time in making the most important decision regarding their homes – the decision in choosing the cement for their home.

 

The main film expresses the emotions of making a home. The two short films talk about specific product benefits – strength and colour. The main film is going on air from 6th Dec and the product films from 12th Dec. The TVC is supported with a 360 campaign.

 

Navin Talreja, President, Ogilvy – Mumbai & Kolkata said, “Many campaigns use superficial, unreal emotions that lack any insight and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes and it weaves in the brand story seamlessly. Many campaigns use superficial , unreal emotions that lack any insight  and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes and it weaves in the brand story seamlessly. This makes us confident that this will be an effective piece that will help JSW cement break out and enjoy robust growth.”

 

Rahul Akkara, AVP Brand JSW Cement said, “We were looking at how the competition was addressing its communications and we realised that everyone has been speaking about strength, superiority and so on… we also realised that the end consumer is not so involved in the decision making process of which cement needs to be purchased for his house. He depends largely on the mason, architect and contractor or is also happy with what the builder has given him in his home. The result after 4-5 years – he sees cracks in his house. This communication revolves around how people spend their entire life saving money and compromising on many family moments just to make that dream house, so when it comes to the moment of truth when he has to decide on which cement he needs to put, he should not get in a haste but take his time and build a home with the right cement which will last for generations. Hence we decided to go with the new tag line ‘Banao Pyaar se’.”

 

 

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