Birla.A1 StrongCrete ensures your dream house will last forever

Orient Cement Ltd. established in 1979 as part of the C K Birla Group of companies is one of the leading cement manufacturers in India. While their ‘Birla.A1 Premium Cement’ enjoys a strong position as a quality product in its segment, they have launched ‘Birla.A1 StrongCrete – The Forever Cement,’ a cement specially engineered to be the best high-strength and fast-setting cement, especially lending that extra-edge for load bearing concrete applications such as foundation, columns, beams, and slabs etc., while also being the ideal cement for crack-free constructions and finishes. Its higher strength, faster setting time and increased durability ensures the structures built with it are stronger and last longer.

The benefits of the special features of Birla.A1 StrongCrete are well highlighted and depicted in their recent brand film. The film showcases the culture of longevity that is deeply ingrained in our country and is represented through our long lasting relationships and traditions that last several lifetimes.

Mr. Deepak Khetrapal, MD and CEO of Orient Cement Ltd. said, ‘We, at Orient Cement share our society’s deep ethos that our home and our heart is where the family is, it is a safe haven and a source of emotional comfort. We believe that in a fragmented and fast changing world, homes built for coming generations will keep families together and help preserve family as the core, the heart of our nation’s emotional and social fabric. Our aim has always been to provide cement that can create long-lasting structures, and Birla.A1 StrongCrete is a reflection of our commitment towards the same. The brand film reaffirms the positioning of Birla.A1 StrongCrete as ‘The Forever Cement’, a cement with ‘Exceptional Strength’ to enable families to build a home for generations.

‘Our creative approach for Birla.A1 StrongCrete stems from the insight that India is a country with a culture of longevity – our relationships last seven lifetimes, our traditions last for yugas and our buildings are for centuries. For the creative idea, we’ve tapped into two emotions – of love, and of the security and anchoring we find in family. As a brand Birla.A1 StrongCrete wants to stand for the permanence of love and family, championing it in the context of a ‘family home’ as our anchor.’ explains Mr. Manish Dua, President – Sales and Marketing, Orient Cement Ltd.

‘Strength is a generic promise in the cement category. A story of product superiority is hardly credible in all the noise in the space. We are attempting our communication to connect with the emotion of ‘families forever’, a common aspiration for people building homes for their families. Birla.A1 StrongCrete cement enables this aspiration’ says Mr. Vijay Gopal, President South & East, RK Swamy BBDO.

As the brand film progresses, it becomes clear that her boyfriend is planning towards the future, painting a beautiful picture of this structure being a pivotal haven for each of their family members, both in the present and in the years to come. Having an ancestral home is a luxury which not many have had the chance to experience, and Birla.A1 StrongCrete encourages the new parents to seize the opportunity, and create a home for their generations.

The brand promise of ‘The Forever Cement’ has been crafted basis the insight that consumers want to build family homes that last long and in effect, they want to leave behind a legacy for their next generation.

Here’s the link to the brand film- https://youtu.be/0xpZy_h5MNg