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Wonder Cement: Cementing good beginnings

The TVCs depicts important moments in people’s lives and sends out the message that ‘all’s well that begins well’. The TVCs have been created by Candid Creations, and the media is being handled by Havas Media

BestMediaInfo Bureau | Mumbai | November 24, 2014

Wonder-Cement-TVC Click on the image to watch the TVC.

Wonder Cement has come out with several TVCs to promote its brand philosophy ‘Ek Perfect Shuruaat’. The central ideology is that if the beginning is right, things fall in place on their own. The TVCs have been created by Candid Creations and the media duties are being handled by Havas Media Group.

The TVCs emphasise the need for a good beginning. The tagline ‘Shuruaat Sahi Toh Har Baat Sahi’ captures the essence of the brand. There is a series of ten commercials of 20 seconds duration each, focussing on important events from people’s lives.

The first TVC is set against a wedding background. The bride is seen trying to put a garland around her groom’s neck. After a few attempts, she succeeds. The second one shows parents persuading their reluctant kid to go to the play school and ultimately succeed. In the third TVC, a family is shown waiting outside their new house for the elders to arrive, so the ‘grih pravesh’ ceremony can start. The restless priest is seen threatening to leave if the rituals don’t start on time. The man of the house, annoyed by this, asks the priest to leave. Later, the elders of the family arrive and the whole family is seen entering the house after breaking a coconut at the door, minus the priestly ceremony.

The fourth TVC is set in the backdrop of an industry site named after the girl child of the family, Anandi. People are seen gathered for the inauguration rituals and look out for Anandi. To their surprise, Anandi is seen building an ‘industry’ with the bricks at the site. Overwhelmed with emotion, the family decides to do the ritual for the establishment of the industry at that very place. All the TVCs end with the voice-over ‘shuruaat sahi to har baat sahi’.

Speaking about the campaign, Kiran Deohans, Creative Director, Candid Creations, said, “Unlike other cement brands, Wonder Cement’s TVC doesn’t talk about the attributes of the product like strength, durability or hardness. Instead, it showcases the important occasions that occurs in a person’s lifespan and reiterates the belief that well begun is half done.”

Talking on the concept of the campaign, Vivek Patni, Director, Wonder Cement, said, "Cement as a category is seen as a commodity in general, but we don’t want our brand to be viewed that way. Hence, we have launched a series of TVCs highlighting various significant stages in an individual’s life. The basic premise of our new campaign is connecting with the consumers emotionally, which has been emphasised through the brand’s messaging.”

Tarun Singh Chauhan, Management Advisor, Wonder Cement, added, “Our objective was to move away from selling generic benefits in the campaign. If we tried that, we would have been out-shouted by the large players in the category. Our task was to create a campaign that had a core truth that resonated with the company’s philosophy – which is creating perfection in everything we do. The campaign marries the company’s philosophy with the core consumer insight that celebrates all good beginnings in life. The campaign brings this expression alive in a very enduring and simple way.”

The campaign will be released across media, over a period of three months. The brand positioning will be further communicated by on-ground activations, print advertisements and radio commercials. The TVC is being aired on Hindi movie, music, lifestyle, business and news channels. The radio campaign will be focussed on key markets like Rajasthan, Gujarat, Delhi, Madhya Pradesh, Uttar Pradesh, Punjab and Haryana.

Wedding:

[youtube]https://www.youtube.com/watch?v=Vg5_CRa2bEg[/youtube]

Play School:

[youtube]https://www.youtube.com/watch?v=QOtHwkhonZM[/youtube]

Griha Pravesh:

[youtube]https://www.youtube.com/watch?v=V1ZLVIXOI7o[/youtube]

Anandi:

[youtube]https://www.youtube.com/watch?v=VmPnA-EAzaQ[/youtube]

Credits:

Client: Wonder Cement

Branding Team: RK Gupta & Zahid Khan

Production House: Candid Creations

Directors: Kiran Deohans, Aban Deohans

Creative director: Aban Deohans

Media Agency: Havas Media

Digital Agency: Triature

Info@BestMediaInfo.com

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