MUMBAI: Bharathi Cement’s latest advertisement campaign conceptualised by Sunny Side Up, uses the full guarantee assurance that customers seek across various instances in a humorous way to create a strong brand pitch for the cement manufacturer.
The cement category largely follows a set format of advertising, focusing on functional attributes such as strength and longevity. But Sunny Side Up’s film for the brand tells the story using slices of life of how nothing is assured in our lives, but Bharathi Cement is the brand that you can bank on when you are making the most important financial and emotive investment in our lives-with full guarantee.
Sunny Side Up business head Saurabh Pandey says, "We started with an intense 27 city research where both the client and our team visited all stakeholders such as dealers, retailers, builders and the end consumer. This exercise was instrumental in helping us identify the brand space in the minds of both trade and consumers. More interestingly, the core idea for this campaign actually played out in the form of a conversation at a small cement outlet in Nasik where a dealer used the phrase pakka guarantee — while interacting with his customer.”
Bharathi Cement director M Ravinder Reddy adds, “We are a challenger brand and we have always been conscious of how we narrate our brand story. This campaign comes at an important juncture for us, when we are poised for our next level of growth. We believe a high-decibel campaign will not only impact decision makers but also have a positive rub-off on the trade community.”
The brainchild behind the campaign, Sunny Side Up creative head Raam Diwakar mentions, “There are certain phrases that are intrinsically linked with everyday life in India, and guarantee is one of them. We were looking at a treatment of the idea in a fresh, engaging manner while hitting the point home. This is where Coconut Films and Subodh Menon (Director) hit the ball out of the park.”
This campaign is being aired on television across GECs and news channels, and will be extended to OOH, digital, BTL and radio.
