Posted in Uncategorized by Abhinaya Chandrasekhar on August 6, 2009


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.

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3 Responses

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  1. Sudhir Pai said, on August 10, 2009 at 6:14 am

    For the record,

    One employee of a rival cement company carries the Sagar jingle as his ring-tone. Not bad at all!

  2. Shyam said, on August 12, 2009 at 9:56 am

    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..

  3. Bill Bartmann said, on September 2, 2009 at 8:18 am

    I’m so glad I found this site…Keep up the good work

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