Reliance Cement enters with a bang in OOH media

DDB MudraMax executed the ubiquitous launch with innovations and sustained visibility

BestMediaInfo Bureau | Mumbai | January 14, 2013

After changing the face of every sector it has stepped into, the Reliance Group has set its sights on the construction sector. Its latest venture, Reliance Cement Company, aims to change the way India builds and become a game-changer in the cement industry within the next five years. The challenge however is that Reliance Cement is the n^th brand to enter the market inundated by organised and unorganised players. DDB MudraMax has executed an outdoor campaign for Reliance Cement by \showing that the existing players are stuck in the past whereas Reliance Cement is set to “Change the world of cement and usher it into the future”.

Digvijay Sharma

Digvijay Sharma, Brand Manager, Reliance Cement, said, “We appreciate the value and impact delivered by outdoor for a category like ours. Having said that, we wanted to break through the clutter and required an edge in our communication. We were looking for an experienced partner to deliver this objective with transparency, efficiency and value.”

Sharma added, “DDB MudraMax has taken all relevant factors into consideration while planning and executing the campaign. Despite being in the interiors of Maharashtra, the agency has given our brand a prolific outdoor spread with impactful innovations and delivered beyond expectations. The team has been able to build an intimidating presence for Reliance Cement and capture mind-space amongst its TG. Kudos to the DDB MudraMax team for doing a commendable job.”

The creative execution involved provoking the ennui of consumers who have accepted the product over the years. The campaign focuses on the helplessness they face with cement: Why can't one get 50 kg in a 50-kg bag? Why does cement take so long to set? Taking a spectrum of everyday people who could portray the new confident India, the campaign was launched in Vidarbha using various media including print, outdoor, radio and on-ground.

The OOH campaign used 365 units – unipole, bus shelters, kiosks, billboards, etc. Four different types of innovations, namely, cement mannequin, pole kiosks in the shape of cement bags, moving cranes lifting cement bags, neons, etc., have been used for the campaign which has been running since September 2012 and will go on till March 2013.

Monal Kabra, Group Account Director, DDB MudraMax, said, “Honestly, this category has always been a promoter of mundane media, with well entrenched players sticking to the ordinary. Given this as the backdrop, it was indeed a challenge to establish a new brand in the market so as to knock the living daylights out of the competition and result in TOM recall.”

Kabra added, “The brief was crystal clear, it was imperative to do some pathbreaking work. Fortunately for us, the client was equally willing to experiment with innovative concepts and ideas. A plethora of options were presented, some of which found favour with the client and flawless execution in record time followed.”

“Never before had one seen any player from this industry indulge in this manner and scale. We are glad that Reliance Cement has launched itself in a way that one would vie for and created huge impact across the belt,” Kabra said. “The ubiquitous launch with innovations and sustained visibility proved to be the key ingredients of a successful campaign.”

Credits:

Agency: DDB MudraMAx

Aditi Sethi – DGM

Monal Kabra – Group Account Director

Rupadhish Roy – GM

Umakant Pawase – Senior Manager

Kaustubh Pande – DGM

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