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Binani Cement launches new campaign with Amitabh Bachchan

Conceptualized by MSLGroup CREATIVE+, the TVC uses poetic jingle sung by Kailash Kher and Big B; watch the TVC here.

Neha Saraiya | Delhi | July 12, 2011

Binani Cement has once again stormed the screen with its new TV commercial in a unique and innovative way, as it usually does. This time the ace cement brand has portrayed its ‘True Global Mission’ in a larger than life manner.

Rising above a string of successful campaigns that connected Binani Cement with the masses; the new TV commercial illustrates the brand’s expanded vision and ever spreading global presence in a promising way. Be it early messages of Good Housing or Cultural Bonding, the brand has always gone deeper to explore higher values.

Further augmenting the brand’s global aura and celebrating its unwavering success in a unique way, the new TV commercial celebrates Binani Cement’s global mission with Amitabh Bachchan – India’s global face and Binani Cement’s cherished brand ambassador.

Living up to the brand’s vast expanse, this new TV commercial aesthetically unfolds the brand’s global face and takes it to new heights. The film attempts to reinvent Amitabh and his aura in an innovative way depicting him on large geographical expanses used as canvasses to depict the world.


A forceful creative plot captures Amitabh’s poetic reflections that are rendered into a soulful ballad by Kailash Kher, artfully combining Binani Cement global stature and yet Indian heart.

The film opens showing Amitabh Bachchan standing on the top of a snow capped mountain. His metaphorical narrative signifies the spirit of connectedness revealing how the brand is now set to engulf the greater heights of the world and dreaming of riding high. The next vignette shows Amitabh standing on a jetty in the middle of an ocean. The frame highlights the brand’s aspiration to go across the oceans to encompass the globe. The third frame opens to show Amitabh by a building with a majestic skyline view as backdrop. The film culminates with Amitabh stating with pride the resolve to engulf the globe with Binani Cement, and the film closes with the now legendary baseline - Sadiyon Ke Liye.

The varied terrains used in the entire film communicate the vast reach and global vision of Binani Cement. The film captures Amitabh Bachchan in a poetic fashion, while Kailash Kher’s soulful rendition of the jingle gives the film an ethreal feel. An anthem-like soundtrack has been combined with mesmerizing locales that communicate the global reach and global vision of Binani Cement.

Walking its talk, Binani Cement commissioned the well-known international creative director James Ashburn from Australia to direct this film.

The TVC demanded the creative team to encompass vast offerings of Binani Cement in its story-telling. Another challenge was to take the brand to a new height with lucid and direct messages. Accordingly, this well-conceived film has creatively used various world topographies including the snow, the ocean and huge skylines for highlighting Binani Cement’s Truly Global message and the brand’s aspirations to reach new global heights.

The TVC has been produced by Media Magix and Executive Producer -Reflections. While the film is directed by an international film director James Ashburn from Australia.

Eminent singer Kailash Kher has rendered his voice for a Binani Cement film. Kailash Kher has rendered the beautiful lyrics in his inimitable style.

For the first time in the commodity segment Binani Cement has given its TVC campaign a complete different feel by using a poetic jingle which blends well with the personality of the brand ambassador Big B Amitabh Bachchan.

This new Binani Cement TVC consolidates the overall feel of all earlier campaigns, while retaining the original foundation of the brand. This cinematically excellent film will become one of its kinds in the category and will redefine Binani Cement as a dynamic global brand. Further, this mega TVC will set a tone for changing paradigms in the cement industry when it comes to a brand definition.

Credit Details:

Creative Agency: MSLGroup CREATIVE+

Produced by: Media Magix Mumbai

Executive Producer: Reflections

Director: James Ashburn

Post-production Studio: Digital Post, Auckland

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