Focus, the integrated brand communications agency, has been awarded the creative duties of cement major Dalmia Cement for the entire North East region.
The mandate involves the entire integrated brand and communication strategy which includes ATL and BTL initiatives. The brand has roped in Mary Kom as brand ambassador.
Dalmia has recently taken over North East based Adhunik Cement and Calcom Cement (76 per cent stake). Being the incumbent communication partner of Calcom, Focus has been considered as the preferred agency (with its Kolkata branch operations) for Dalmia Cement in the region. Hence, the win was not preceded by a multi-agency pitch.
Rahool Talukdar, National Creative Director, Focus Circle (creative arm of Focus) commented, “This association has given us the opportunity to not only work for a heavy weight cement brand like Dalmia but also associate with the iconic Mary Kom. Sometimes brand ambassadors seem force fit for brands, that wasn’t the case here. Kom is the perfect brand fit for Dalmia in North East as the brand stands for attributes such as performance, victory and commitment.”
“As communication strategists, the challenge now remains in making Dalmia a prominent brand in the region. And our initiatives planned for Dalmia in the coming phase will prove to be efficient in penetrating the same; enhancing its national presence furthermore,” he added.
In order to come out with a corporate campaign to spread the brand’s message, Dalmia handed over the business to JWT Delhi last year. The group had also called for a multi-agency digital pitch in late 2011 and handed over the business to Olive e-Business.
BK Singh, Senior Executive Director, Group Marketing and Corporate Communication, Dalmia Bharat Cement said, “Given our reputation as a leading player in the cement industry with a very strong brand of Dalmia, the challenge was to combine the experience of 70 years and the experience of the local team. The team felt we needed a strong brand ambassador to connect with the people of the region. So, choosing Mary Kom was very critical to establish the connection. In Focus, we found a team with rare combination of rich experience in the region and knowledge of the industry. This helped us to leverage the strength of both team and come up with a robust and innovative marketing campaign.”