MP Birla Cement sheds focus on legacy to promote sub-brand Samrat

13 Dec,2019

By A Correspondent


MP Birla Cement is attempting to leverage the trust customers have for the brand. Conceptualised by Ogilvy Mumbai, a film captures the journey of a family’s rise to success because of the secret ingredient of the brand being a trusted partner for decades.


Said Sandip Ghose, Chief Operating Officer, MP Birla Cement: “This maiden audio-visual commercial for MP Birla Cement Samrat – made primarily for its core market in the Hindi heartland – leverages on the ‘heritage’ and ‘trust’ elements, using a strong local idiom and a heart-warming story that the target audience will easily relate to.”


Added VR Rajesh, Office Leader, Ogilvy India (West): “MP Birla Cement Samrat is the market leader in heartland India and MP Birla Cement wanted to strengthen this leadership even more. Through our market understanding, we unearthed real stories of generations placing their trust on Samrat and we decided to create communication on the same. The story is about one such customer of Samrat who’s been using it over three generations in his family, where we linked the trust he’s garnered over the years to the trust of Samrat Cement, highlighting the proposition ‘The strength of experience’, or ‘Tajurbe ki taaqat’, as the line goes.”



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