JSW Cement’s new Concreel HD TVC showcases resilience and durability

JSW Cement’s new Concreel HD TVC showcases resilience and durability

MUMBAI: JSW Cement, India’s leading manufacturer of Portland Slag Cement (PSC) has launched its new ‘Concreel HD’ product new television commercial (TVC). JSW Cement is a leading player in this category in South India and an emerging leader is Western markets. The company already holds a leadership position in the eastern markets. The company’s new heartwarming television commercial draws parallel between a home builder and a soldier’s life and his intent to build a durable, strong home for his family – to keep them safe for a lifetime while he is protecting the country. The theme strikes a chord with its audiences.

The new TVC is conceptualized by Ogilvy, Mumbai and been filmed against the backdrop of life in a remote army camp. The two soldiers are shown engaging in a conversation about home and family. The conversation between the soldiers evokes the sense of family as his strength, while drawing subtle references to the strong home that he built for them back in his hometown. The narrative establishes an emotional connect with JSW Cement as a brand that understands the needs of people while reiterating the core promise of longevity and durability that it’s PSC cement lends to a home.

Commenting on the new TVC, JSW Cement - CEO, Nilesh Narwekar said, “We envision JSW Cement as a product that is known for its inherent strength, superior quality and highest degree of durability. As a company, we are constantly gathering extensive understanding of the consumer needs and harnessing this to offer products which can fulfill not just the rational but also cater to emotional needs of the consumers. We are confident that this campaign will resonate with our company’s philosophy and further strengthen our market position across India.”

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