Birla.A1 StrongCrete promotes strength & durability in new ad

31 Jan,2020

By A Correspondent


Orient Cement has launched the Birla.A1 StrongCrete, a cement specially engineered to possess high-strength and fast-setting cement for load-bearing concrete applications such as foundation, columns, beams, and slabs etc.


Said Deepak Khetrapal, MD and CEO of Orient Cement: ‘We, at Orient Cement share our society’s deep ethos that our home and our heart is where the family is, it is a safe haven and a source of emotional comfort. We believe that in a fragmented and fast changing world, homes built for coming generations will keep families together and help preserve family as the core, the heart of our nation’s emotional and social fabric. Our aim has always been to provide cement that can create long-lasting structures, and Birla.A1 StrongCrete is a reflection of our commitment towards the same. The brand film reaffirms the positioning of Birla.A1 StrongCrete as ‘The Forever Cement’, a cement with ‘Exceptional Strength’ to enable families to build a home for generations.


Added Vijay Gopal, President South & East, RK Swamy BBDO:  “Strength is a generic promise in the cement category. A story of product superiority is hardly credible in all the noise in the space. We are attempting our communication to connect with the emotion of ‘families forever’, a common aspiration for people building homes for their families. Birla.A1 StrongCrete cement enables this aspiration”



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