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This Kabaddi season, Birla Gold comes up with a power-packed film

Conceptualised by BBH, the campaign encapsulates the similarities between Patna Pirates team and the cement brand — that of strength, perseverance and consistency

Click on the image to watch the TVC.

Birla Gold, the cement brand of the B.K. Birla Group of Industries, has launched a campaign to mark the beginning of the latest Pro Kabaddi League season and commemorate its association with three-time champions Patna Pirates. The film conceptualised and executed by BBH India features key players — Pardeep Narwal (Captain), Deepak Narwal, Jaideep, Manish and Vijay Malik.

Birla Gold is the sponsor of Patna Pirates, the recurring champions for three years now. Their sheer strength is what helps them clinch gold each time. Strength, perseverance and consistency are also the core values of Birla Gold.

The campaign was designed with the purpose of capturing this robust relationship. And thus was born a chant that resonates loud and clear — ‘Built from Gold’. It's a bold message that encapsulates the similarities between the team and the brand.

Jayant Dua, Chief Executive Officer, Birla Gold Cement said, “This is our second year as team sponsor of Patna Pirates. Hence the brief was to consolidate the association as a seamless combination of leadership and strength. This film has managed to not only accomplish the brief but also made the brand and this association shine.”

Jonathan George, Creative Director, BBH India, added, “Birla Gold strives towards making a product that sets the benchmark in the cement industry. Their association with Patna Pirates gave us the perfect opportunity to draw a parallel between the brand and a team that has consistently set the benchmark in the Pro Kabaddi League.”

The Film:


Agency: BBH India

Chief Creative Officer and Managing Partner: Russell Barrett

Managing Director: Arvind Krishnan

Creative Director: Jonathan George

Creative Partner (Art): Mitul Patel and Shelton Dsouza

Creative Partner (Copy): Deep Chhabria

Business Director: Rajat Pandey

Senior Business Partner: Monisha Khanna

Business Partner: Vimesh Salian

Head of Production: Khvafar Vakharia

Executive Producer: Reema Asrani and Rahul Prakash

Strategy Director: Yudhishthir Agrawal

Strategy Partner: Pranoy Kanojia

Production House: Adventure

Director: Alok Kulkarni

Producer: Juhi Merchant

DOP: Anuj Samtani

Production Design: Red Cube (Swapnil Keny)

Music Director: Rohit Kulkarni

Colorist: Rahil Merchant

Offline Editor: Arvin Maben

Online Editor: Rohan Khokar


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