By A Correspondent
Bharathi Cement’s latest ad campaign conceptualised by Sunny Side Up talking about how nothing is assured in our lives, but Bharathi Cement is the brand that one can bank on when you are making the most important financial and emotive investment decisions.
Said Saurabh Pandey, Business Head, Sunny Side Up: “We started with an intense 27-city research where both the client and our team visited all stakeholders such as dealers, retailers, builders and the end consumer. This exercise was instrumental in helping us identify the brand space in the minds of both trade and consumers. More interestingly, the core idea for this campaign actually played out in the form of a conversation at a small cement outlet in Nashik where a dealer used the phrase pakka guarantee – while interacting with his customer.â€
Talking about the campaign, Anoop Kumar Saxena, CEO, Bharathi Cement, said: “Since the inception of this company, Bharathi Cement has been built as a reliable and trustworthy cement brand in the mind of its stakeholders. People look at trust as an important attribute when it comes to a commodity such as cement. Our brief to the agency was that this idea should get amplified.”