Wonder Cement, part of the RK Marble Group, a company in mining and marble processing has rolled out a campaign and TVC to communicate its new brand philosophy of ‘Ek Perfect Shuruaat’.
The brand’s strategic intend was to own the moment of truth in consumers life which also happens to be the core of the brand’s existence. The philosophy is based on the strategic frame work of everything the organization does. There is perfection in everything the company and the brand does – from setting up a state-of-the-art plant to building ideal relationships with vendors and trade partners.
The campaign is a robust 360 degree campaign owning the core brand idea across all mediums. The TVC conceptualized by Candid Creations highlights the various emotional stages of a person’s life like marriage, first day at playschool, grihapravesh, moving into a hostel for higher studies, first day at college, and laying of foundation stone for a new factory.
Wonder Cement’s TVC emphasizes the need for a good beginning through its tagline “Shuruaat Sahi Toh Har Baat Sahi” and thus captures the essence of the brand. There are a series of ten commercials of 20 seconds duration with each focusing on a particular event in a persons’ life.
Vivek Patni, Director, Wonder Cement says, "Cement as a category is seen as a commodity in general, but we don’t want our brand to be viewed that way. Hence, we have launched a series of TVC highlighting various significant stages in an individual’s life. The basic premise of our new campaign is connecting with the consumers emotionally which has been emphasized through the brand’s messaging Shuruaat Sahi Toh Har Baat Sahi."
Tarun Singh Chauhan, Management Advisor, Wonder Cement says “Our objective was to move away from selling generic benefits in the campaign. If we tried that we would have been outshouted by the large players in the category. Our task was to create a campaign that had a core truth that resonated with the company’s philosophy – which is creating perfection in everything we do. The campaign marries company’s philosophy with the core consumer insight that celebrates all good beginnings in life. This campaign brings this expression alive in a very enduring and simple way.”
Speaking about the campaign, Kiran Deohans, Creative Director, Candid Creations said, “Unlike other cement brands, Wonder Cement’s TVC doesn’t talk about the attributes of the product like strength, durability, hardness. Instead it showcases the important occasions that occurs in a person’s lifespan and reiterates the belief that well begun is half done.”
The campaign will be spread across three months. The brand positioning will be further communicated by on-ground activation, print advertisements and radio commercials. The TVC campaign is going to feature on Hindi movie, music, lifestyle, business and news channels. The radio campaign will be focused on key markets like Rajasthan, Gujarat, Delhi, Madhya Pradesh, Uttar Pradesh, Punjab and Haryana.
The TVC has been conceptualized and produced by name of the Candid Creations. Havas is the media agency.
You can watch the TVCs here