MxMIndia

Tag: Rahul Akkara

  • The commercial focuses on the generations in a family building their relations with each other and staying strong

    JSW Cement’s latest campaign focuses on durability and strength

    By A Correspondent

     

    JSW Cement Ltd has launched its second TVC focusing on how time strengthens relations in life and the thought that goes behind using the product which ensures durability when used. The principal concept of the campaign captures how JSW Portland Slag Cement takes a little more time to set but gives your house a lifetime of strength.

     

    The commercial focuses on the generations in a family building their relations with each other and staying strong just like JSW Cement. But isn’t it true that with time our relationships with our family members grows stronger anything made with patience, love and care lasts forever? Time is one of the key elements of this JSW Cement brand campaign.

     

    Rahul Akkara

    Rahul Akkara, Vice President Strategy & Brand, JSW Cement said,“We have 3rd Party test reports to claim that our strength grows over PPC and OPC cement over a period of time. The new ads from JSW cement look at how strength grows over a period of time.  Through the communication piece we are not only talking about increased strength over a period of time but we are also extending the usage of our products to applications such as beams, columns , slabs and roof .The new ad campaign developed by Ogilvy takes the route of relationships and shows how like the strength of PSC cement , relationships too grow with times.”

     

    Ogilvy’s Senior Creative Director, Ramakrishnan Hariharan says, “It’s always a pleasure to work with clients who trust our work and thinking. After an Effie-winning performance with last year’s debut campaign for JSW cement, it was imperative for our team to keep the brand love going with scripts that hit the sweet spot. With Vishwesh’s keen sense of direction, I think we have pulled it off pretty well. Hope it connects with the audience just like it did last year.”

     

  • The plot is a heartfelt story of a true labour of love

    ‘Banao Pyaar se’ says JSW Cement in new campaign

    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’.”