Ogilvy Mumbai conceptualises campaign for MP Birla Cement's brand Samrat

The cement brand has used, for the first time, an audio-visual commercial campaign for the heritage brand Samrat

e4m by exchange4media Staff
Updated: Dec 16, 2019 3:29 PM
Samrat cement

MP Birla Cement Samrat has over 60 years of stellar track record. It is the leader in many markets of Uttar Pradesh, Bihar and Madhya Pradesh, where it enjoys high level of trust among consumers, masons and engineers for consistently maintaining superior quality over its peers in the category. 

 “This maiden audio-visual commercial for MP Birla Cement Samrat– made primarily for its core market in the Hindi heartland – leverages on the ‘heritage’ and ‘trust’ elements, using a strong local idiom and a heart-warming story that the target audience will easily relate to,” said Sandip Ghose, Chief Operating Officer, MP Birla Cement

 The commercial uses a family-run eatery of three generations to drive home the point that brand Samrat has not only stood the test of time but has also evolved in line with consumer needs.

 Conceptualised by Ogilvy Mumbai, the film captures through a very down-to-earth family saga everything that brand SAMRAT stands for.

 VR Rajesh, Office Leader, Ogilvy India (West) while talking about the campaign brief said “MP Birla Cement Samrat is the market leader in heartland India and MP Birla Cement wanted to strengthen this leadership even more. Through our market understanding, we unearthed real stories of generations placing their trust on Samrat and we decided to create communication on the same.

 The story is about one such customer of Samrat who’s been using it over three generations in his family, where we linked the trust he’s garnered over the years to the trust of Samrat Cement, highlighting the proposition ‘The strength of experience’, or ‘Tajurbe ki taaqat’, as the line goes.”

 The commercial titled Tajurbe ki Taaqat shows how a family of confectioners has through generations perfected and passed on the art of producing savouries, drawing a parallel with brand samrat, which over the past six decades has consistently helped build robust homes.

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