One of my most interesting clients is surprisingly a cement company. A quick research around the market points to very few cement companies engaging in advertising. Those who do, have the typical ad with an emotional appeal.
A house warming ceremony – happy family – blah – and more blah. So here’s this cement client who had no history of advertising.
Task: Build a brand for Sagar Cement.
To break the clutter, we took an entirely different route – animation. We created a character that would be our brand ambassador. This character is a mason who leads the workers at the construction zone. The story unfolds into a dance of joy by the characters created at the construction site.
Message: Sagar cement – solid cement for a solid home.
The campaign has been supported with billboards, a lot of outdoor advertising, Audio Visual played at the theatres and marketing collaterals.
Result: High levels of brand awareness and differentiation created in the market.
*This jingle has also been translated into other Indian languages and French for their audience in France.
For the record,
One employee of a rival cement company carries the Sagar jingle as his ring-tone. Not bad at all!
Was that differentiation on the basis of this animated character? If so then – Will it last long?
Anyway, the idea is different as far as cement is concerned. Liked it..