Mudra Ahmedabad has won the creative mandate for the launch of Star Cement, a product offering from Deepak Cements & Chemicals Ltd, following a multi-agency pitch. The media mix for the launch of the brand would include a 360-degree approach that would engage the consumer at different touch points.
Hemant Pandey, CMD, Star Cements, said, “Mudra is one of the best agencies in the country with an excellent track record of brand launches. During our preliminary interactions, the team at Mudra was able to demonstrate deep understanding of our business and consumers. They showed us a brand plan that encompasses all our initiatives synergistically into one idea, besides having the requisite enthusiasm to handle the launch of a cement brand in a highly competitive category.”
Commenting on the account win, Chandan Nath, President and Head, Mudra Ahmedabad, said, “At Mudra, our focus has always been on partnering our clients to make their businesses grow. We have worked magic with some entrepreneurs like Paras, Nirma, Adani and Electrotherm. Hemant Pandey is a true visionary, and it is exciting to work with him on this project.”
The cement industry is in a growth phase with the real estate and infrastructure boom. Companies in the cement category have been seeing a rise in demand accompanied by rise in profits.
Star Cements plans to set up a cement plant with a production capacity of one million tonnes per annum. The company plans to triple that capacity by April 2009. The total investment in the project is likely to be in the range of Rs 3,000 crore. The plant will be fully self-sufficient, with its own limestone deposits, a 300 MW power plant and a private jetty.
Beyond cement, the company is also looking at value added products and pioneering initiatives that promise to revolutionise the construction industry.
Mudra Ahmedabad has successfully launched more than 25 brands, including Vimal, Rasna, Dhara, DermiCool, Krack, ItchGuard, Livon, Recova, BoroSoft, Nutralite, Fortune Naturelle, Ramdev, YO Bykes and Mrs Marino, making them household names. This track record also played a crucial part in the agency’s appointment.