Cement se Ghar tak: MP Birla Cement Launches Brand Initiative to Strengthen Bond with Homebuilders

Dated: July 13, 2017

MP Birla Cement has launched Cement se Ghar tak – a brand initiative through a 360-degree communication campaign including electronic, digital and print media to strengthen its relationship with the homebuilder.

 MP Birla Cement is one of the oldest manufacturers of Portland cement in the country. Today, the company has 10 plants, including the recent acquisition of Reliance Cement Company Private Limited, which takes its annual production capacity to over 15 million tons, making it one of the top five cement producers in North India. It also has the widest range of cement brands – Perfect, Ultimate, Chetak, Unique, Samrat, Multicem & Concrecem -- that cater to various construction needs, climatic conditions, regional and customer preferences etc. Its retail footprint extends from Rajasthan in the West to Bengal in the East, with a very strong presence in the central heartland of Uttar Pradesh, Madhya Pradesh and the Vidarbha region of Maharashtra.

 As pioneers in the industry, MP Birla Cement has always put the customer at the heart of the business and never stopped at being just a provider of quality cement.  With the launch of the latest Cement se Ghar tak campaign MP Birla Cement has once again underlined this commitment to its customer.  The campaign goes beyond the conventional route by adding value of providing on-site expert technical services to homebuilders. This dedicated Customer Support Services (CSS) team, not only provides advice but also calculates costs, recommends the right type/grade of cement for diverse construction requirements and guides the home-builder through crucial steps during various phases of building the super-structure. MP Birla Cement has more than 100 qualified technical field support engineers and more than 50 fully equipped mobile construction material testing laboratories.

Cement se Ghar tak is a 360-degree communication campaign reaching out directly to homebuilders. The campaign includes a television commercial [TVC], which is currently on air on major news and entertainment channels. The TVC will also be promoted across digital platforms and in cinema theatres. Through this TVC, MP Birla Cement has showcased the brand as a trustworthy companion that empathizes with the customers’ need for a well built home.  [You Tube link Cement se Ghar tak]

 The idea behind Cement se Ghar tak campaign emerged from research and insight that clearly demonstrated a marked increase in engagement by customers. Building a home is a labour of love and an investment of a lifetime for most people. Besides, homebuilders today have greater awareness about products, are more quality conscious, yet, they still look for expert advice so that they can take the right decision while building their home.    Understanding this need, MP Birla Cement has further developed and enlarged the reach and scope of its Customer Support Service to be the best in class.

 As a group, the M P Birla Group is known for its ‘heart and strength’. The ‘on-site expert services’, provided by MP Birla Cement, hopes to strengthen the bond it shares with its customers. “This is a key differentiator and vehicle for customer delight,” says Sandip Ghose, Executive President, MP Birla Group. He added that, “The Cement se Ghar tak campaign, unlike other cement campaigns, talks directly to the end-customer at an emotional level, and gets close to understanding their needs.”

 The new campaign conveys to home-builders that “we do not stop at supplying the best cement to customers to build a strong and long lasting house, but we are their guide who is there to help cement their dreams. Through this campaign we are reiterating our commitment to the customer, staying a step ahead of competition. In coming days, we shall further enhance our offering through continuous innovation and thought leadership,” says Ghose.

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