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Birla Gold Cement appoints BBH as its creative agency

The agency will be responsible for the execution of business-driven creative campaigns

Birla Gold, the cement division of the B.K. Birla Group of Industries, has appointed BBH as its creative strategy and advertising agency partner. BBH will be responsible for the development and execution of business-driven creative campaigns.

Jayant Dua, Chief Executive Officer, Birla Gold Cement, said, “As Birla Gold continues to solidify on its position as leading cement brand, it’s vital that we have the right agency partner on our side. We were impressed by the strategic and creative depth behind the work for which BBH is known and look forward to collaborating with them to make our brand stand across the category.”

Arvind Krishnan

Arvind Krishnan, Managing Director, BBH, said, “We are thrilled to partner with the cement division of Century Textiles and Industries Limited in helping build the Birla Gold brand. Our mandate is to help drive preference for the Birla Gold brand through our brand of creativity, different and relevant. We’re looking forward to a strong partnership with them.”

The brand also released its latest film with the Patna Pirates, the defending champions of season 3 and 4 of the Pro Kabbadi League. The film conceptualised by BBH features key players – Pardeep Narwal (Captain), Vishal Mane (Vice-Captain), Monu Goyat, Jaideep, Sachin Shingade and Satish.

Russell Barrett

Russell Barrett, Chief Creative Officer & Managing Partner, BBH, said, “We’re extremely excited to be working on Birla Gold and our first film with the Patna Pirates is a great way to announce this partnership. We want to build a modern contemporary, relevant brand in this category and while this film is about the association between Patna Pirates and Birla Gold, we all feel it sets the tone for lots of interesting work in the future."

Birla Gold is the official team sponsor of the Patna Pirates for season 5. The film exudes strong local flavour with music done by live experimental electronica producer and composer Donn Bhatt and sung by rapper Abhishek Dhusia aka Ace. The film will be released across digital platforms – YouTube, Facebook and Twitter.

The Film:

Birla Gold Cement made its maiden foray into sports by associating with the leading team and the defending champions of Season 5 of Vivo Pro Kabbadi league Patna Pirates as the official team sponsor. With a heritage of commitment to quality, Birla Gold has played an important role in building modern India. Right from the establishment of its first plant in 1974, Birla Gold has written a legacy of superior technology, constant innovation, incredible customer experience and above all, a product that has stood the test of time.


Agency: BBH India

Chief Creative Officer & Managing Partner: Russell Barrett 

Managing Director:  Arvind Krishnan

Creative Director (Art):Shruti Das

Creative Director (Copy): Ira Gupta

Art Director: Pallavi Pardikar

Copywriter: Ira Gupta

Head of Production: Khvafar Vakharia

Executive Producer: Rahul Kulkarni

Business Head: Monideepa Nandi

Business Partner: Monisha Khanna

Strategy Director: Yudhishthir Agrawal

Strategist: Pranoy Kanojia

Client: Century Textiles and Industries Limited (Cement Division)

Brand: Birla Gold Cement

Chief Executive Officer: Jayant Dua

Chief Marketing Officer: Vibhu Goyle

Head, Marketing Services: Payal Babbar

Brand Manager: Manmeet Kaur

Production House: LoudMouth 

Directed by Aakash Bhatia

Dop: Satchith Paulose


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