MP Birla Cement challenges a social construct in their latest campaign
Empowering home-builders to realise their dream of a home has always been at the heart of MP Birla Cement’s products, services and innovations. Staying true to this core, MP Birla Cement Perfect Plus rekindles the aspirations of consumers by encouraging them to build a home which is not only strong, but also fosters newer possibilities, relationships and a lifetime of memories.
The proof of a cement’s efficacy is in its concrete. While the popular misconception is to focus solely on the strength of dhalai, the new campaign stresses upon the importance of other aspects of homebuilding as well - like pillars and the foundation.
The campaign conceptualised by Ogilvy Kolkata, through a heart-warming narrative, aims to add to the knowledge of home-building. Unlike its counterparts in the category, the narrative doesn’t focus on the end result – a constructed house - but celebrates the dreams and aspirations of home-builders as they go through the process.
The key highlight in this campaign’s idea is the father-daughter dynamics that serves to break a prevalent societal stereotype that only allows sons to support their aging parents. It transcends the space of transactional communication and drives home the true essence of the ‘Cement Se Ghar Tak’ mantra.
“Cement advertising has always been about category stereotypes i.e. focus on strength, durability and dhalai. As a new entrant in the premium cement category, MP Birla Cement Perfect Plus has challenged these paradigms since its launch. The real test of good cement is in the quality of concrete it produces. And, contrary to popular perception it is as much about foundation and pillar as it’s about the roof. MP Birla Cement’s brand promise is “Cement Se Ghar Tak”. For an individual home builder – a home is not merely a house made out of brick and mortar. An equal amount of dreams and aspirations go into its creation. The Perfect Plus advertising has always tried to capture this emotional aspect through little personal snippets. This film – apart from breaking the product prototype – also challenges a social construct. Today, the line between a son and a daughter has blurred. Women are equally involved and participative in the home building process. Thus, it’s a tribute to the new changing India. We hope the viewers love the new campaign” maintained Sandip Ranjan Ghose, Chief Operating Officer, Birla Corporation Limited.
‘Taking cue from last year’s campaign, we thought of developing a heart-warming story around homebuilding, but this time with one other significant message. In our society, daughters are as strong and capable of building homes as sons. After all, an equal society is a perfect society. The series of films aims to generate a conversation around home building where the daughter is building a home for her father. The sentiment captured in the films is something that exists but has never been captured in the advertising that has been done in this category.’, remarked Sujoy Roy, ECD & Managing Partner, Ogilvy.