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Jaypee Cement falls back on ‘wall moments’

To create a fresh look for the brand, DDB Mudra weaves a story around the ‘wall’ in the TVC

Ananya Saha | Delhi | March 15, 2012

As one of India’s leading cement brands, Jaypee Cement has always tried to create a ‘solid’ communication plank for its brand. Recently, the brand has tried out a fresh approach in its new TVC featuring brand ambassador Sachin Tendulkar by highlighting the brand’s promise of ‘Andar se solid’ in an engaging and visually arresting manner.

I Vinayak, VP - Communication and Brand, Jaypee Group, said, “We wanted to give a fresh look to our advertising campaign.”

The TVC focuses on ‘wall moments’ – be it a young girl leaning against a wall, dreamily reading a love letter; a father measuring his child’s height on the wall; a young man putting up a Rocky poster on the wall and so on.

Vandana Katoch, Creative Director, DDB Mudra, Delhi, said, “The brief was very clear and specific. This time around, we had to focus on consumer insight and make connect with the consumer. The brief was opened up to the office and people were asked to dig into their own lives and pen down their wall moments. We finally picked up the best from the pool.”

The film was shot at various locations in Mumbai and Rajasthan. “The TVC will be rolled out in a phased manner across print, outdoor and radio,” informed Katoch.



Creative team: Vandana Katoch, Vishal Singh, Joy Sengupta Account Management: Gopal Krishnan, Raghunath, Anusheel Chowdhury Senior Film Executive: Vineeta Misra Director: Nico Production house: Coconut Films

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