JSW Cement’s new TVC by Ogilvy showcases resilience and durability

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

e4m by exchange4media Staff
Updated: Jul 14, 2018 10:26 AM

JSW Cement, manufacturer of eco-friendly cement Portland Slag Cement (PSC) made from industrial by-products, has launched its new television commercial (TVC) for its ‘Concreel HD’ product.

The heart-warming television commercial draws parallel between a home builder and a soldier’s life and his intent to build a durable, strong home for his family – to keep them safe for a lifetime while he is protecting the country. The theme strikes a chord with its audiences.

Conceptualised by Ogilvy, Mumbai, the TVC has been filmed against the backdrop of life in a remote army camp. The two soldiers are shown engaging in a conversation about home and family. The conversation between the soldiers evokes a sense of strength that the soldier receives from his family while drawing subtle references to the strong home that he built for them back in his hometown. The narrative establishes an emotional connect with JSW Cement as a brand that understands the needs of people while reiterating the core promise of longevity and durability that it’s PSC cement lends to a home.

Commenting on the new TVC, Nilesh Narwekar, CEO, JSW Cement said, “We envision JSW Cement as a product that is known for its inherent strength, superior quality and highest degree of durability. As a company, we are constantly gathering extensive understanding of the consumer needs and harnessing this to offer products which can fulfill not just the rational but also cater to emotional needs of the consumers. We are confident that this campaign will resonate with our company’s philosophy and further strengthen our market position across India.”

The TV commercial is currently on air across various regional channels in key markets. JSW entered the cement market in 2009 with a vision to ensure a sustainable future for the country. Through its innovative conversion of industrial by-product into a useful end-product, JSW Cement greatly helps reduce the carbon footprint of JSW Group.

TVC Credits:
Company: JSW Cement Ltd
Brand: Concreel HD
Creative Agency: Ogilvy, Mumbai
Creative team: Sukesh Nayak, Kunal Sawant, Vivek Verma, Prasad Kulkarni
Production House: Absolute Productions
Director: Vasan Bala

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