Ogilvy Mumbai launches new JSW Cement work

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Cement.jpgOgilvy Mumbai’s new campaign for JSW Cement is a heartfelt story of a true labour of love.

The spot tells the product story in an emotional manner, an approach rarely applied to this category. While consumers are always and certainly, very involved in home making, they are not very involved in choosing a cement brand for their homes. Ogilvy used this emotional hook to tell consumers that when they wait a lifetime to make their dream home a reality, they should take their time in making the most important decision regarding their homes – the decision in choosing the cement for their home.

VIEW THE SPOT (In Hindi)

“Most of us overcome tough challenges and obstacles in life just so that we can build a home for our loved ones,” said Ogilvy Mumbai ECD Harshad Rajadhyaksha. “But when we finally achieve this dream home, we run out of patience and want the house to be built swiftly as a result of which some very hasty decisions and poor choices are made. But isn’t it true that anything made with patience, love and care lasts forever? We have used this to tell people that while JSW Portland Slag Cement takes a little more time to set, it will give your house a lifetime of strength.”

The main film expresses the emotions of making a home. Ogilvy also has released two short films that talk about specific product benefits – strength and colour. The TVC is supported with a 360 campaign.

Kainaz Karmakar, Executive Creative Director, Ogilvy Mumbai said: ‘In an otherwise saturated and low involvement category like cement, our product itself actually had an interesting story to tell. This cement behaved differently from other cements because of its composition. And while its slower setting time was the hurdle to overcome, it was also an opportunity to convert this fact into a positive, distinguishing factor. ​This project hugely benefited from the perspective that the director Aarti Kakkad brought to the table. And the way she sensitively envisioned the story.”

Navin Talreja, President, Ogilvy (Mumbai & Kolkata): “Many campaigns use superficial, unreal emotions that lack any insight and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes and it weaves in the brand story seamlessly. “Many campaigns use superficial , unreal emotions that lack any insight  and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes and it weaves in the brand story seamlessly. This makes us confident that this will be an effective piece that will help JSW cement break out and enjoy robust growth.”

Rahul Akkara, AVP Brand JSW Cement said: “JSW cement believes in offering its consumers innovative and technology driven products which are designed to meet today and tomorrow’s challenges. We were looking at how the competition was addressing its communications and we realised that everyone has been speaking about strength, superiority and so on… we also realised that the end consumer is not so involved in the decision making process of which cement needs to be purchased for his house. He depends largely on the mason, architect and contractor or is also happy with what the builder has given him in his home. The result after 4-5 years – he sees cracks in his house. This communication revolves around how people spend their entire life saving money and compromising on many family moments just to make that dream house, so when it comes to the moment of truth when he has to decide on which cement he needs to put, he should not get in a haste but take his time and build a home with the right cement which will last for generations. Hence we decided to go with the new tag line ‘Banao Pyaar se’. Ogilvy, our creative Agency, has done a fabulous job in conceptualising and executing this ad film. It’s a very simple, emotional and relevant film in today’s time.”

Credits

Navin Talreja – President, Ogilvy (Mumbai & Kolkata)

Ajay Mehta – Sr. Vice President

Tulsi Choksi – Management Supervisor

Gautam Ailani – Sr. Account Executive

Ganapathy Balagopalan – Sr. Vice President, Planning

Abhijit Avasthi – National Creative Director

Harshad Rajadhyaksha – Executive Creative Director

Kainaz Karmakar – Executive Creative Director

Ramakrishnan Hariharan – Creative Director & copywriter

Production House – Curious Films

Aarti Kakkad – Director

Shahzad Bhagwagar – Producer