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Duraguard Cement's No Gap Campaign features star cricketers

11-June-2018
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Duraguard Cement's No Gap Campaign features star cricketers

Nuvoco Vistas Corp. Ltd. (formerly known as Lafarge India Limited) has rolled out its latest set of TVCs for its cement brand – Duraguard. Conceptualised around a simple message, 'No Gap in performance'; the campaign highlights the innovative and salient feature of Duraguard Cement for the end-consumer. The narrative features prominent Royal Challengers Bangalore team members, Virat Kohli, AB de Villiers, Yuzvendra Chahel, and Brendon McCullum.

The campaign delivers an important message on the need for increasing the strength and density of concrete used in all buildings/houses by eliminating any inherent ‘gaps’. These gaps, if allowed to form, could potentially allow water and chloride to seep in over time; thereby rendering the structure weak. Duraguard Cement increases the strength and density of concrete (making it “strong from within”), and stops the attack of harmful elements. Its differentiating properties – durability, strength, and power – are articulated through a cricket analogy; thereby laying emphasis on the need for having 'No Gap' in performance.

Speaking about the campaign, Madhumita Basu, Chief of Sales, Marketing and Innovation, said, “Nuvoco has a legacy of building brands that connect with the consumer. In India, where cricket holds a special place in the hearts of the majority of its people, this was a natural platform for us on which to reach out to every house hold in the country. Duraguard Cement is a pathbreaking product in the market aimed to meet the critical requirements of rural and urban home builders."

Ideated by Rediffusion Y&R and shot by Brainspun Communications; the campaign will run across print, radio, television, outdoors and social media-cum-digital platforms for the months of June and July. Duraguard Cement was the Principal Partner for the Royal Challengers Bangalore team for this IPL season.

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The campaign has been conceptualized and executed by creative agency J. Walter Thompson.

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