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JK Cement signs Virender Sehwag as brand ambassador

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MUMBAI: Cement manufacturers J.K. Cement has roped in Indian cricketer Virender Sehwag as its brand ambassador, and has launched the first spot featuring him.

The television commercial is the brainchild of Basic4 – a Delhi-based advertising agency.

The concept of the TVC revolves around situations wherein Viru or Phodu goes about his habit of smashing cricket balls so hard that the surroundings are under threat of getting decimated; thankfully, there‘s Jodu or J.K. Cement around, to keep buildings intact.

Moreover, J.K. Cement is planning to promote the campaign with all-round television, radio and BTL activities.

For brand building, this would be a 360-degree campaign encompassing consumer promotions, online support and public relations, and would be unveiled in a phased manner over the next two years.

J.K. Cement brand manager Nitish Chopra said, "We also plan to involve Sehwag in ground-level activation, engagement, customer outreach programs and various BTL activities like consumer and dealer meets, Point of Purchase material etc."

Sehwag said, "I‘m happy to be associated with J.K. Cement. It‘s very interesting to see how they have related my strengths with their product attributes and conceptualized an ad that strikes a connect with the audience."

Chopra added, "Having been in the industry for over 35 years, the company has built its credentials with a never say die attitude and a penchant for smashing challenges ruthlessly. That, when given a human persona, had to be a person who would be both experienced and aggressive and at the same time be both dependable and unique. Keeping this in mind, while deciding on our brand ambassador, Virender Sehwag was the obvious choice, to be the face of J.K. Cement."

Basic4 creative director Mayank Gaur said, "Among all the smashers of the cricket ball (or phodu‘s, as they are popularly referred to across India), Sehwag is unique in that he combines brute power with staying power. His two triple centuries and 13 odd 150+ test scores conclusively settle that argument. We thought countering this phodu‘s onslaught with our jodu - J.K. Cement, another champion of staying power, would be an engaging way of getting across our brand promise - ‘Vishwas hai, isme kuch khaas hai‘."

Chrome Pictures is producing the TVC.

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