MP Birla Cement bets on 'Tajurbe ki taaqat' for Hindi Heartland

MP Birla Cement in their current campaign seems to have leveraged the trust customers have for the brand. With over 6 decades of market presence and leadership, Samrat Cement has stood the test of time and been the first choice of the masses in the country’s most densely populated state – Uttar Pradesh. Where home building is an extension to the generation and is filled with nostalgia. And Samrat Cement has been the choice of brand then and now to build homes that is strong and everlasting.

Conceptualised by Ogilvy Mumbai, film captures the journey of a family’s rise to success because of the secret ingredient that makes their Kachori (lentil puffs) unique and special. And how it has been passed through generations, likening it to the story of Samrat, the cement whose trust has been passed through generations because of its proven strength and quality. And just like the kachoris that haven’t lost their flavour, their house built with Samrat has only grown stronger.

Sandip Ghose, Chief Operating Officer, MP Birla Cement said, “This maiden audio-visual commercial for MP Birla Cement SAMRAT – made primarily for its core market in the Hindi heartland – leverages on the ‘heritage’ and ‘trust’ elements, using a strong local idiom and a heart-warming story that the target audience will easily relate to.”

VR Rajesh, Office Leader, Ogilvy India (West) said, “MP Birla Cement Samrat is the market leader in heartland India and MP Birla Cement wanted to strengthen this leadership even more. Through our market understanding, we unearthed real stories of generations placing their trust on Samrat and we decided to create communication on the same.

The story is about one such customer of Samrat who’s been using it over three generations in his family, where we linked the trust he’s garnered over the years to the trust of Samrat Cement, highlighting the proposition ‘The strength of experience’, or ‘Tajurbe ki taaqat’, as the line goes.”