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MP Birla Cement launches campaign ‘Tajurbe ki taaqat’ for brand Samrat

Conceptualised by Ogilvy Mumbai, the film shows how the trust on MP Birla’s heritage brand Samrat has been passed through generations because of its proven strength and quality

Click on the Image to watch the TVC.

In its latest campaign, MP Birla Cement has shown the trust customers have for the brand. With over six decades of market presence, Samrat Cement has stood the test of time and been the first choice of the masses in the country’s most densely populated state — Uttar Pradesh. Where home building is filled with nostalgia. And Samrat Cement has been the choice of the brand then and now to build homes that are strong and everlasting.

Conceptualised by Ogilvy Mumbai, the film captures the journey of a family’s rise to success because of the secret ingredient that makes their kachori (lentil puffs) unique and special. And how it has been passed through generations, like the story of Samrat, the cement whose trust has been passed through generations because of its proven strength and quality. And just like the kachoris that haven’t lost their flavour, their house built with Samrat has only grown stronger.

Sandip Ghose

Sandip Ghose, Chief Operating Officer, MP Birla Cement, said, “This maiden audio-visual commercial for MP Birla Cement Samrat— made primarily for its core market in the Hindi heartland — leverages on the ‘heritage’ and ‘trust’ elements, using a strong local idiom and a heart-warming story that the target audience will easily relate to.”

VR Rajesh

VR Rajesh, Office Leader, Ogilvy India (West), said, “MP Birla Cement Samrat is the market leader in heartland India and MP Birla Cement wanted to strengthen this leadership even more. Through our market understanding, we unearthed real stories of generations placing their trust on Samrat and we decided to create communication on the same.”

The story is about one such customer of Samrat who’s been using it over three generations in his family, where we linked the trust he’s garnered over the years to the trust of Samrat Cement, highlighting the proposition ‘The strength of experience’, or ‘Tajurbe ki taaqat’, as the line goes.”

The TVC:

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