JK Cement launches 4 TVCs to redefine concept of No.1 in cement industry

JK Cement unveiled ‘Naam se toh kaee, Kaam se Ek hi No.1’ campaign with the aim to redefine the concept of No.1 in the cement industry.

To bring this narrative to the forefront, JK Cement has released four ads that depict different scenarios in a multi-brand cement store, showcasing the challenges and demands of customers and offering innovative solutions and a different perception. 

These commercials seek to transform the perception of what defines the best cement, providing customers with a new perspective at the point of sale. 

The light-hearted humorous conversations among customers, dealers, and engineers within the setting of a building material retail store serve as the backdrop for this strategic storytelling approach. Furthermore, the campaign takes the opportunity to showcase the brand’s differentiating factor from other brands in India.

Pushp Raj Singh, Group President - Marketing at JK Cement, said, "Our goal with this campaign was to emphasise the superior quality of our products and showcase the trusted legacy of our brand. With 50 years of extensive and illustrious experience in the cement industry, we have built a strong foundation based on integrity, dedication, and continuous improvement in our products and processes. Every batch of JK Super Cement undergoes more than 200 BIS-approved (Bureau of Indian Standards) quality tests, ensuring its excellence from raw materials to packaging before it reaches the hands of the end consumer."

Love Raghav, AVP and Head of Brand and Digital Marketing at JK Cement, stated, "Our journey began with an in-depth market research endeavour to understand consumer behaviour, pain points, and preferences regarding cement purchases. Based on these insights, we designed a campaign that delivers clear brand communication, highlights our core product capabilities, and addresses their pain points. The #KaamSeNumber1 campaign also promotes our On-Site Technical Services provided by our strong Build Xpert Team, where we prioritize our customers by offering valuable construction-related services alongside top-quality products, ensuring a seamless experience, which sets us apart from other brands in India.

Nipun Arora, Founder of Social Cloud Ventures, the agency on record, added, “Our main challenge was to create a memorable, seamless campaign across various platforms and formats. We integrated this campaign by highlighting key reasons to believe, a captivating hook, a brand narrative, and unique selling points for each product, all within a concise 20-second timeframe. The result is a campaign with four films that address friction points and deliver impactful moments of truth.”

The four TVCs:

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