Wonder Cement’s new commercial ‘ShuruaatKaro, PakkiBaatKaro’aims to touch a chord with its consumers regarding nation building. The TVC, unveiled on May 20, 2017 and supported by digital and outdoor media,isbased on the theme ‘ShuruaatKaro’ (make a beginning). Wonder Cement has had conversations with its consumers and the film builds on that thought and engages the consumer in a fresh conversation.
The commercial opens with a teacher in a remote village, mobilizing students to participate in the mission of building the village school. The school has to be constructed to attract and encourage them to study. The teacher single-handedly takes it upon himself to do his bit for constructing the school. He goes about organizing resources and materials including the most important—cement—for this purpose. In the end, the school comes alive with the involvement of many joining the teacher in the mission.
Tarun Singh Chauhan, Management Consultant, Wonder Cement, who has been instrumental in strategizing the campaign, commented, “The concept of ‘ShuruaatKaro’ built from a brand based on “EkPerfect Shuruaat”, “PakkiBaatKaro” conveys a powerful message for the need of a proper beginning in life. If the start is good, the rest to follow will also be in order. We have used education as a metaphor to narrate this story. The school facilitates education for the future generation and integrates Wonder Cement’s key brand messages of strength, trust and durability in the commercial, as the fundamental input of cement plays an important role to have the perfect start.”
Concept: Zahid Khan (Head – Branding), BhagyashriPokharana, KritiDetha
Production House: Chrome Pictures
Director: Amit Sharma