JSW Cements plans Rs 30 crore campaign

BENGALURU: JSW Cement has a manufacturing capacity of six million tonnes per annum (tpa) or just two per cent of the 300 million tpa capacity that India has, however all of it is Portland Slag Cement or PSC. The company says that over 90 per cent of the cement consumed globally is PSC, but in India the ratio is in single digit percentage. The products offered by JSW Cements include PSC and Ground Granulated Blast Furnace Slag or GBBS, a component required for PSC mix.

JSW Cements director Pankaj Kulkarni said, “With the new governments in place at the centre and the state (Karnataka), we expect the infrastructure sector to get a big boost and the cement sector is expected to grow nine per cent year on year. Metros like Chennai, Hyderabad, Bengaluru, Kochi will lead the way in the southern market.”

The company has now planned a 360 degree campaign, conceputalised by O&M, for south India that will run until the end of the current fiscal with a budget of around Rs 30 crore. “The campaign will have two main objectives – one, to create awareness about the benefits of PSC over other cements available in India, to educate about the way to use PSC and secondly, brand building,” said JSW Cements brand head Rahul Akkare.

The media communication plans include TVC spots on all major TV channels including regional, news, business, entertainment, infotainment, music, movies, sports, local cable; for radio the company has planned spots at peak commuting hours; for print magazines on concrete and construction related business lines, trade lines, monthly main lines; Newspapers -leading dailies  in English such as Deccan Chronicle, The Hindu, Indian Express, Times of India; in Telugu – Eenadu, Sakshi, Andhrajyothi, Andhra Prabha, Namasthe Telangana, Hindi Milab, Siasat, Vaarta; financial print publications such as – Economic Times, Business Today.

For out of home (OOH), JSW Cements has plans for presence on bill boards, bus shelters, medians, transit branding – bus/truck/auto;  on social media networks  like FB, Twitter, Google Plus, Linked-in, through  blogs – Architect celebrity bloggers, Real – estate, Civil Engineers, are being targeted. Web-ads – educating consumers about PSC, campaigning with info fusion. For dealers and sub dealers, the company will provide signage and posters. In view of the approaching festival season, JSW Cements has planned to provide buntings and danglers at and near points of sales.

The campaign will have a tagline of ‘Banao pyaae se’ and is set to begin by the end of this month. About Rs 15 crore will be spent on ATL, focusing mainly on television, followed by trade print, social media and digital. About Rs 15 crore will be spent on BTL- we want to approach and train the influencers like the dealers, sub-dealers, masons, engineers, builders, contractors etc. “We are approaching engineering colleges to include the benefits of PSC as a part of the course for architects etc,” informed Akkare.

JSW reaches 1500 dealers and 3500 retailers in eight markets in South India.

O&M handles the creative duties for JSW Cements as well as group company JSW Steel. “We have 2 or 3 pitches for media buying and should decide on a media buying agency soon,” revealed Akkare further.


Latest Reads
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories