MUMBAI: Wonder Cement, one of the country’s leading cement manufacturing companies today announced the launch of a digital campaign ‘Har Raah Mein Wonder Hai’. The campaign has been designed specifically to run on platforms such Instagram, Facebook & YouTube. 

The campaign also marks Wonder Cement being the first ever cement brand to enter the world of IGTV. No other brand in this category has created content specific to the platform.

The objective of the campaign is to reach out to the end user digitally with a nice story, screenplay and script that encapsulates the journey of a cement bag. Through its powerful storyline, the campaign breaks the monotony of the same old way of conveying what cement does. It is the story of Wonder Cement. “Har Raah Mein Wonder Hai” is just an enabler, which will take the viewers through the journey of a ‘Cement Bag’ from its initial stages at the plant, followed by the manufacturing processes till the final delivery.

#HarRaahMeinWonderHai is a one-minute video, designed and conceptualized by its digital media partner Triature Digital Marketing & Technologies Pvt Ltd.

The story begins with a family performing the bhoomi poojan of their new plot. It is the place where they are investing their life-long earnings; and planning to build a dream house for the family and children. The family believes in the tradition of having a ‘perfect shuruaat’ (perfect beginning) for their future dream house. The video later highlights the process of construction and in sequence it is emphasizing the value of ‘Perfect Shuruaat’ through the eyes of a cement bag. The entire journey of the cement brand from leaving the factory, going through various weather conditions and witnessing the beauty of nature and wonders through the way until it reaches the destination i.e., to the consumer is very intriguing.  

In an era where cement brands are seen speaking about strength and long-lasting power and even getting brand ambassadors on board, Wonder Cement breaks free of the marketing stereotypes and shows their commitment of end to end logistics and quality of cement that is never compromised. All of this shown through the eyes of a cement bag. The #HarRaahMeinWonderHai campaign is a one-of-a-kind approach of communicating with the help of a cement bag. An approach like this one has never been experimented by any of the competitor brands till date. 

While launching the campaign Sanjay Joshi, Executive Director, Wonder Cement Said, “Cement as a product poses a unique marketing challenge. Most consumers will build their homes once and therefore buy cement once in a lifetime. It is critical for a cement company to connect with their consumers emotionally. As a part of our communication strategy, it is our endeavor to reach out to a large audience of this country through digital. Wonder Cement always a pioneer in digital, with the launch of our IGTV campaign #HarRahMeinWonderHai, is the first brand in the cement category to venture into this space. Through this campaign, we have captured the emotional journey of a cement bag through its own perspective and depicted what it takes to lay the foundation of one's dreams and turn them into reality.”

He further added, “While the nation has large access to internet on phone and being the youngest nation in the world, the access of internet on mobile to go up by 400 million people in 2018 to 500 million by 2023. We being the youngest Cement Company in the country, we want to reach out to the present generation and generation next digitally, which is one of the most powerful mediums of communication.”

Mr. Tarun Singh Chauhan, Management Advisor and Brand Consultant, Wonder Cement said, “Our objective with this campaign was to show that the cement produced at the Wonder Cement plant speaks for itself, its quality, trust and most of all perfection. The only way this was possible was to take the perspective of a cement bag and showing its journey of perfection from beginning till the end.”

With the #HarRaahMeinWonderHai campaign, Wonder Cement has strengthened its positioning of perfect beginnings by giving it a fresh, never seen before perspective of the product to the Cement advertising industry.