Birla Gold Cement appoints BBH as its creative agency

Releases latest film with the Patna Pirates Releases latest film with the Patna Pirates

e4m by exchange4media Staff
Published: Sep 14, 2017 2:11 PM  | 4 min read

Birla Gold, the Cement division of the BK Birla Group of Industries, has appointed BBH as its creative strategy and advertising agency partner. BBH will be responsible for the development and execution of business-driven creative campaigns.

The brand also released its latest film with the Patna Pirates, the defending champions of season 3 & 4 of the Pro Kabbadi League. The film conceptualized by BBH features key players – Pardeep Narwal (Captain), Vishal Mane (Vice Captain), Monu Goyat, Jaideep, Sachin Shingade and Satish.

Birla Gold is the official team sponsor of the Patna Pirates for season 5. The film exudes strong local flavor with music done by live experimental electronica producer and composer Donn Bhatt and sung by rapper Abhishek Dhusia aka Ace. The film will be released across digital platforms – YouTube, Facebook and Twitter.

Birla Gold Cement, a trusted leader in the cement sector, made its maiden foray into sports by associating with the leading team and the defending champions of Season 5 of Vivo Pro Kabbadi league Patna Pirates as their official team sponsor. With a heritage of commitment to quality, Birla Gold has played an important role in building modern India. Right from the establishment of its first plant in 1974, Birla Gold has written a legacy of superior technology, constant innovation, incredible customer experience and above all, a product that has stood the test of time.

Jayant Dua, Chief Executive Officer, Birla Gold Cement, said, “As Birla Gold continues to solidify on its position as leading cement brand, it’s vital that we have the right agency partner on our side. We were impressed by the strategic and creative depth behind the work for which BBH is known and look forward to collaborating with them to make our brand stand across the category. The latest film is testimony to this.”

Russell Barrett, Chief Creative Officer & Managing Partner, BBH, said, “We’re extremely excited to be working on Birla Gold and our first film with the Patna Pirates is a great way to announce this partnership. We want to build a modern contemporary, relevant brand in this category and while this film is about the association between Patna Pirates and Birla Gold, we all feel it sets the tone for lots of interesting work in the future."

Arvind Krishnan, Managing Director, BBH, added, “We are thrilled to partner with the Cement division of Century Textiles and Industries Limited in helping build the Birla Gold brand. Our mandate is to help drive preference for the Birla Gold brand through our brand of creativity, different and relevant. We’re looking forward to a strong partnership with them.”

Film Credits

  • Agency: BBH India

  • Chief Creative Officer & Managing Partner – Russell Barrett 

  • Managing Director –  Arvind Krishnan

  • Creative Director (Art)- Shruti Das

  • Creative Director (Copy)- Ira Gupta

  • Art Director – Pallavi Pardikar

  • Copywriter - Ira Gupta

  • Head of Production – Khvafar Vakharia

  • Executive Producer – Rahul Kulkarni

  • Business Head – Monideepa Nandi

  • Business Partner – Monisha Khanna

  • Strategy Director – Yudhishthir Agrawal

  • Strategist – Pranoy Kanojia

Client: Century Textiles and Industries Limited (Cement Division)

  • Brand: Birla Gold Cement

  • Chief Executive Officer: Jayant Dua

  • Chief Marketing Officer: Vibhu Goyle

  • Head, Marketing Services: Payal Babbar

  • Brand Manager: Manmeet Kaur

Production House: LoudMouth 

  • Directed by Aakash Bhatia

  • Dop - Satchith Paulose

  • Line producer - Kishor Athwal

  • 1st A.D. - Kapil Sharma 

  • 2nd AD/ DA - Anoj Nair

  • Delhi Line Production - Dark Horse Frames - Akram Malik Rajesh Dham

  • Delhi Prod Manager - Ali Ahmed

  • Transport Manager - Nadeem Khan 

  • Delhi Art Director - Neeraj Kumar 

  • Delhi Production Coordinator - Hamza Chaudhary

  • Post producer - Yatin Vij

  • Post studio - After studios /Orbis sound studio 

  • Offline Editor - Yusuf Khan 

  • Grade - Nicola Gasparri

  • Online - Rakesh Menon 

  • Music - Donn Bhatt 

  • Rapper - Ace 

  • Sound Engineer - Melvin Saldhana

  • MVO- Suresh Triveni


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