Birla White's new campaign spotlights white cement's home-building benefits

Grey Group India holding the integrated mandate for Birla White has launched a new brand campaign.

The Campaign titled ‘Birla White Ka White Cement Advantage’ focuses on the uniqueness, superiority and benefits of white cement in building a home.

The brand’s vision to elevate the quality of every Indian home has enabled them to spearhead revolution in the construction industry, with the use of White Cement in all its products.

The TVC campaign created and conceptualised by the Grey group and Birla White, features the Bollywood actor and new brand ambassador Vicky Kaushal.

Abhijeet Kumar, Vice-President of Marketing, said, “At Birla White, we pride ourselves in our products which have the innovation of White cement and that’s where our biggest campaign ‘White Cement Ka Advantage’ originates from.  We couldn't be more thrilled to welcome Vicky Kaushal as our brand ambassador, a genuine embodiment of multifaceted talent, mirroring the essence of Birla White, thus forging an ideal partnership. We envision Birla White to reach new heights with Vicky Kaushal while educating our audience about the advantage that white cement provides in building a home. To put it in a few words… This isn't just a campaign; it's our brand's symphony of growth and authenticity.” 

Vivek Bhambhani, Group Executive Creative Director, Mumbai and Delhi, said, “Right from the start, Birla White has capitalised on the uniqueness of White Cement across its product portfolio. We wanted to capture the innovation it adds and its many advantages and hence the campaign thought of – Birla White ka White Cement Advantage. One that positions White Cement as the new benchmark ingredient for construction material. In choosing our brand ambassador, we sought more than just a celebrity. Vicky Kaushal's widespread appeal and undeniable charisma made him the perfect spokesperson to narrate our story.

Birla White Ka White Cement Advantage campaign

Credits: 

Client: Birla White 

Agency: Grey Group India and AutumnGrey

COO: Ketan Desai 

Account Management: Anand Ashar, Shaisa Lala, Garima Bisht, Sasha Dewal 

Creative Team: Vivek Bhambhani, Mehul Prajapati, Rahul Jaigadkar, Nishi Kala, Jitendra Naik, Kanchan Sangelkar, Srushti Sawant, Dhanshri Bodhe and Riana Shah

Production House: Firecracker 

Director: Abhishek Varman  

Producer: Meeta Dave 

PR: Sonal Mehta

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