Top Story


Home >> Advertising >> Article

Be the change: Wonder Cement's new ad uses education as a metaphor to reach out

Font Size   16
Be the change: Wonder Cement's new ad uses education as a metaphor to reach out

Wonder Cement’s new commercial ‘ShuruaatKaro, PakkiBaatKaro’aims to touch a chord with its consumers regarding nation building. The TVC, unveiled on May 20, 2017 and supported by digital and outdoor media,isbased on the theme ‘ShuruaatKaro’ (make a beginning). Wonder Cement has had conversations with its consumers and the film builds on that thought and engages the consumer in a fresh conversation. 

The commercial opens with a teacher in a remote village, mobilizing students to participate in the mission of building the village school. The school has to be constructed to attract and encourage them to study. The teacher single-handedly takes it upon himself to do his bit for constructing the school. He goes about organizing resources and materials including the most important—cement—for this purpose. In the end, the school comes alive with the involvement of many joining the teacher in the mission.

Tarun Singh Chauhan, Management Consultant, Wonder Cement, who has been instrumental in strategizing the campaign, commented, “The concept of  ‘ShuruaatKaro’ built from a brand based on “EkPerfect Shuruaat”, “PakkiBaatKaro” conveys a powerful message for the need of a proper beginning in life. If the start is good, the rest to follow will also be in order. We have used education as a metaphor to narrate this story. The school facilitates education for the future generation and integrates Wonder Cement’s key brand messages of strength, trust and durability in the commercial, as the fundamental input of cement plays an important role to have the perfect start.”

TVC Credits:

Concept: Zahid Khan (Head – Branding), BhagyashriPokharana, KritiDetha

Production House: Chrome Pictures

Director: Amit Sharma

Producer: PoonamWahi

Tags Wonder Cement TVC Brand Building

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

Vikas Sharan, shares Regalix's vision and mission, and how the company has progressed over the years since its inception in 2004 with the ever-evolving technologies

Larraine Criss on the launch of MainAd's flagship proprietary technology, Logico by partnering with Google and how they are going to expand in and explore the Indian market

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

The publishing giant could not find an appropriate replacement for ex CEO, Vivek Khanna's position

Kranti Gada has been promoted as the Chief Operating Officer from that of Senior Vice President-New Business Development

In a letter, various employee associations of AIR and DD have requested the Government to explore the possibility of payment of salary directly from the I&B Ministry