Conceptualised by Ogilvy, JSW Cement's new campaign touches an emotional chord by showing a hardworking man realise his dream of building his own house, even though the wait is a long one
Conceptualised by Ogilvy, JSW Cement's new campaign touches an emotional chord by showing a hardworking man realise his dream of building his own house, even though the wait is a long one
BestMediaInfo Bureau | Delhi | December1, 2014
Click on the image to watch the TVC.
JSW Cement has launched a new TV campaign with an emotional touch, focussing on the thought that when we wait and work hard towards building our own house someday, it should be done with perseverance. The TVC drives home the point that JSW Cement takes longer to set in comparison to others, but gives your house a lifetime of strength.
The minute-long TVC revolves around a man called Velu, who works in a hotel in Dubai. He is shown to be working hard so that he can make his own house one day. The film shows that Velu has done a lot for his family, but missed out many joys in the bargain. Like he never got the opportunity to take care of his child, he could never share a laugh with his wife or take his mother out. He grows older and goes back to his hometown to realise his dream of making his own house. He is seen buying JSW cement, on the recommendation of the shopkeeper who says it is most durable. His friend, however, says that the cement takes longer to dry. To this, Velu says that he has waited 25 years to be able to build his own house and that a little more wait won't hurt. The TVC ends with the voice-over saying, 'zindagi bhar ke mazbooti ke liye thoda time to dena padega.'
Rahul Akkara
Rahul Akkara, AVP, Brand, JSW Cement, said, “JSW Cement believes in offering its consumers innovative and technology-driven products which are designed to meet today and tomorrow's challenges. We were looking at how the competition was addressing its communication and we realised that everyone has been speaking about strength, superiority and so on.We also realised that the end consumer is not so involved in the decision making process of which cement needs to be purchased for his house. He depends largely on the mason, architect or contractor, and is also happy with what the builder has given him in his home. The result – he starts seeing cracks in his house after four or five years. This communication revolves around how people spend their entire life's savings, compromising on many family moments, just to make that dream house. So, when it comes to the moment of truth when he has to decide on which cement he needs to use, he should not decide in haste, but take his time and build a home with the right cement which will last for generations. Hence we decided to go with the new tag line 'Banao Pyaar Se'. Ogilvy has done a fabulous job in conceptualising and executing this ad film. It's a very simple, emotional and relevant film in today's times.”
Navin Talreja
Navin Talreja, President, Ogilvy (Mumbai and Kolkata), said, "Many campaigns use superficial, unreal emotions that lack any insight and then desperately try and connect the same back to the brand proposition. What excites us most about this campaign is that almost every Indian will identify with this insight and the emotion it evokes, and it weaves in the brand story seamlessly. This makes us confident that the TVC will be an effective piece that will help JSW Cement break out and enjoy robust growth."
Harshad and Kainaz, Executive Creative Directors, Ogilvy, commented, "In an otherwise saturated and low-involvement category like cement, our product itself actually had an interesting story to tell. This cement behaved differently from other cements because of its composition. And, while its slower setting time was the hurdle to overcome, it was also an opportunity to convert this fact into a positive, distinguishing factor.”
The TVC is already being aired on television channels and multiplexes, and is being targeted at consumers in the states of Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, Telangana, Maharashtra, Goa and Orissa. The brand is spending close to Rs 6 crore for the campaign.
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