JSW Cement Ltd, part of the $11 billion JSW Group with interests in Steel, Energy and Cement has launched a new TV campaign focusing on the emotional aspect of the reality of life and the thought that goes behind using the product. The principal concept of the campaign captures how JSW Portland Slag Cement takes a little more time to set but gives your house a lifetime of strength.
The commercial focuses on the hardships that one experiences in life to motivate them to build a home for their loved ones. But isn’t it true that anything made with patience, love and care lasts forever? Emotional touch is one of the key elements of this JSW Cement brand campaign.
Rahul Akkara, AVP Brand, JSW Cement appreciated the concept of the TVC, as he 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”.
Navin Talreja, President, Ogilvy (Mumbai & Kolkata) says, “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 is going will turn be an effective piece that will help JSW cement break out and enjoy robust growth.”
Harshad & Kainaz, Executive Creative Directors, Ogilvy says, “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.”
The 60 second TV campaign is already doing the rounds on television channels, multiplexes, etc. The approximate total spends of the campaign will be Rs. 6 crore and the states of Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, Telangana, Maharashtra, Goa and Orissa will be targeted.