BANGUR CEMENT’S ‘DHAI KILO’ HEAVY CAMPAIGN
Q] What was the inspiration behind Bangur Cement’s new logo and visual identity? What are your expectations from the move? Q] The launch of Bangur Magna seems to be a significant move. Can you share more details about the features of this premium product and how it stands out in the market? Q] The advertising campaign with Sunny Deol has garnered quite a lot of attention. What strategic considerations led to choosing Deol as the face of the campaign, and what message does the campaign aim to convey to the target audience? Q] What was the brief given to the creative agency for the campaign? Q] What is your digital scale-up strategy, especially the influencer programmes with contractors, engineers, masons, and dealers? How is the company leveraging Digital platforms to engage with its stakeholders in the construction industry? Q] In terms of sustainability initiatives, how is Shree Cement planning to integrate eco-friendly practices further, and what role does it play in the company’s broader commitment to environmental responsibility?
Bangur Cement is a key component of our portfolio and embodies the trusted legacy of the Bangur family, renowned for its dedication to the industry and the nation. With the revamp, we have transformed its identity into a highly impactful and modern one. You’ll notice a new wordmark featuring the Bangur name in bold, tall fonts, symbolizing our towering presence in the construction industry. Additionally, we’ve introduced a visual mark in the form of a star, representing our aspiration for progress, and our ambition to reach for the stars. Complementing these changes is the distinctive look and feel of our packaging. Furthermore, we’ve launched a new product called ‘Bangur Magna’, which showcases artistic motifs that reflect the significance of construction and buildings in Indian culture. This revamp signifies our commitment to carrying our legacy forward in a modern and impactful manner.
Bangur is a master brand in the market, and we have achieved this through a multimedia campaign that engages consumers at every stage of the home-building journey. Our approach includes Television to generate awareness and interest in the brand. We further utlilize Print and Outdoor advertising as reminder mediums to foster consideration, and we implement extensive retail and on-ground branding initiatives closer to the point of purchase. In Digital, we employ targeted strategies across the funnel, delivering tailor-made messages on social media platforms and our website. This comprehensive campaign, featuring actor Sunny Deol as our brand ambassador aims to solidify Bangur as the master brand. Our premium product, ‘Bangur Magna’ offers unparalleled home protection with a scientifically backed Zeta potential shield. Its distinctive packaging and market presence reinforce our commitment to quality and innovation.
We believe Sunny Deol is an ideal fit for our brand. His enduring popularity among consumers, coupled with his image of strength and solidity aligns well with our brand values. We have captured this essence through our tagline, ‘Solid Ghar Sirf Bangur’. Furthermore, we have seamlessly integrated his iconic dialogue, Dhai Kilo Ka Haath into the storyline, creating a perfect synergy between the celebrity and the brand.
The brief was formulated based on our objective, which was to establish brand awareness for the Bangur Master brand. We aimed to create a highly noticeable, interesting, and clutter-breaking campaign that would capture people’s attention and spark conversations. We communicated this brief to our creative agency, McCann, and they delivered precisely that. Their work has garnered attention not only through the TVC, but also across various impactful touchpoints including Print, Outdoor, Retail, and Digital platforms.
We’ve made a start and there is a lot more that we will be doing in the coming months. Digital has its ecosystem. Unlike traditional media, where you have some mass media and then some more personalized media, digital can encompass all of that simultaneously. Our approach is guided by the consumer journey and insights. We’re exploring targeting methodologies to gauge consumer interest in the Digital universe, identifying their interests and affinities as home builders. Using this information, we tailor our communications. When we talk about digital, it’s not just one thing that we’re doing, it’s a whole set of initiatives. Given our new brand identity, one of the first places consumers will encounter it is online. Therefore, we’ve revamped our brand identity across all our websites and social media handles.
Shree Cement leads in global sustainability with top-tier performance. Our highlights include high waste recovery rates and a 57% share of green energy. Our six-fold water positivity is achieved through advanced rain harvesting. We’re also dedicated to social initiatives, including education and women entrepreneurship programmes. One notable programme is ‘NAMAN,’ where we provide free cement to the families of Martyrs as a gesture of gratitude. Driven by purpose, our sustainability efforts are shared subtly. Our brand revamps centre on ‘build smart,’ focusing on smart nation-building, technological innovation, and consumer-centric messaging.