Star Cement rolls out campaign 'Hain Tayyar Hum' with brand ambassador Akshay Kumar

Star Cement, a cement brand with presence in East India, has signed Bollywood’s Akshay Kumar as its brand ambassador.

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A television commercial is airing on major channels whereby Kumar can be seen as a pilot who tries to land his helicopter after it develops some snag while flying. Much to the surprise of the co-pilot, Kumar confidently lands on the roof of a house made with Star Cement.

The commercial conveys the message that the roof made with Star Cement has taken minimum time for solid setting, which is quick and strong. The product feature then blends with the brand promise of “Hai Tayyar Hum” for all challenges.

Sanjay Kumar Gupta, CEO, Star Cement, said, “Star Cement is now entering into a different phase of growth and a new chapter of its brand journey. Akshay Kumar truly reflects our firm commitment, determination and preparedness for all the challenges that may come our way. We are truly proud and honoured to have Akshay Kumar on board as the brand ambassador and we believe that this association will turn out to be beneficial for the brand."

The campaign TVC is 45 seconds and there are edits of 30 and 20 seconds in Hindi, Assamese and Bengali and is supported by billboards across North-East, West Bengal and Bihar in addition to digital, social media and FM radio.

About the association, Kumar said, “I am delighted to be associated with Star Cement. I support their goal of being the fastest growing and most competitive cement brand in Eastern India. I quite liked the brand’s campaign line ‘Hain Tayyar Hum’, which is simple yet denotes a strong message…readiness to meet all challenges. We thoroughly enjoyed shooting the campaign. Playing a pilot was a lot of fun and it has turned out so well in the TVC. I look forward to a long and fulfilling association with the brand.”

TVC:

Facebook:

Brand: Star Cement

Agency: McCann

Agency Head: Prasoon Joshi

Client Servicing Team: Himanshu Saxena

Client Team: Dibyajyoti Guha

Director: Uzer khan

Production House: 30 Seconds of Fame

Media: TV  / FM / Digital / Outdoor

Language: Assamese, Bengali, Hindi, Hinglish

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