MP Birla Cement has launched Cement se Ghar tak – a brand initiative through a
360-degreecommunication campaign including electronic, digital and print mediator
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 over15 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.
To
reach out to the MP Birla Customer Support Service team dial: 8010 55 00 00.
About
MP Birla Cement brands
MP Birla Cement Brands
enjoy very high level of equity in the markets it operates and was the first to
launch two new-age brands -- Concrecem and Multicem -- keeping in view the
rapid growth in Infrastructure and Projects. A dedicated B2B Non-trade and
Institutional vertical, created for focused servicing of key accounts, will
sell these brands.
MP Birla Cement's heritage
brand, Chetak, remains one of the most popular brands in Rajasthan and North
India. MP Birla Cement Unique, the premium PSC cement, has 9 unique qualities,
making it a preferred brand for discerning customers in Eastern India. M P
Birla Cement Samrat is one of the top selling brands in the value-for-money
segment in UP and Bihar markets. Earlier this year, MP Birla Cement launched MP
Birla PERFECT - high-grade PPC Cement that has already become a leading brand
in the premium segment.
About
the TVC Cement se Ghar tak
The TVC narrates the story
of a married couple, and the sweet sacrifices that they have had to make to
build a home of their dreams. Featuring renowned actress Priyanka Bose (star of
the Oscar entry Lion, Gulab Gang and Nirbhaya--the play) and celebrated
television actor Anupam Bhattacharya, the TVC takes viewers to the heart of the
homebuilder through the metaphor of a beautiful relationship of a loving
couple.
The film has been directed
and produced by Vivek Kakkad of Curious Productions, Mumbai--makers of many
acclaimed commercials such as Make My Trip, Tanishq and Tata Sky.
It was conceived and scripted by the Creative Teams of Ogilvy & Mather in
Kolkata and Mumbai.
Everyone--irrespective of
one’s economic strata--aspires to have one’s own place that one can call home.
Each family, in its own way, makes compromises on little pleasures that is more
than compensated by the joy of a new house. This magical moment is captured
through the eyes of this couple, who have worked hard to realize that dream.
***
Facebook–@MPBirlaCement
Twitter – @MPBirla_Cement
You Tube – @ MP Birla Cement
Instagram – @mpbirla_cement
For further information please contact:
Vinay Sharma
Radiance Public Relations
Mob: 9219506887
Email: vinayradiance@gmail.com
The
Cement Division of Birla Corporation Limited, Flagship Company of the MP Birla
Group, has 10 plants in seven locations, Satna, Raebareli, Chanderia, Durgapur,
Maihar, Kundanganj and Butibori. The total installed capacity of the 10 plants
is about 15.5 million tons a year.
The
Company has acquired 100% shares of Reliance Cement Company Private Limited
(Reliance Cement), a subsidiary of Reliance Infrastructure Limited. After this
acquisition, Reliance Cement has become a wholly-owned material subsidiary of
Birla Corporation Limited. This acquisition has provided Birla Corporation
Limited with the ownership of high-quality assets.
The Company is among the Top 10 cement
manufacturers in the country, producing a full range of cement, including
Portland Pozzolana Cement (PPC), Portland Slag Cement (PSC), Ordinary Portland
Cement (OPC) and Sulphate Resistant Portland Cement. Its marketing footprint
extends from Rajasthan in the West to Bengal in the East, with a very strong
presence in the central Indian heartland of Uttar Pradesh, Madhya Pradesh and
the Vidarbha region of Maharashtra.
Its eight cement brands cater to a range
of applications, construction needs, climatic conditions, regional and customer
preferences. The brands include Perfect, Chetak, Unique, Ultimate, Samrat, and
PSC. Its two other brands are Concrecem and Multicem. Concrecem is ideal for
versatile applications, particularly large construction projects, including
roads, bridges and dams etc. Multicem can be used for marine structures (docks,
harbours and jetties), bridges, dams, industrial plants, sewers and sewage
disposal systems. Always keeping the customer at the heart of the enterprise, M
P Birla Cement provides Technical Assistance and Advisory services to empower
end-users get the best out of the products.
All the plants of the Company have been
extensively modernized incorporating the latest state-of-the-art technology to
manufacture cement of the finest quality for perfect construction. The improved
grinding equipment produces fine grain cement for faster construction, saving
time and money. The plants are ISO 9001:2000 certified, covering the entire
range of production and marketing. The Cement Division has two high-ash
coal-based captive power plants at Satna (27 MW) and Chanderia (29.8 MW) each.
More than 90% of the Company’s sales turnover comes
from its Cement Division alone. In 2016-17, the Company had a total turnover of
Rs 4,981 crores and of this Rs 4,643 crores was contributed by the Cement
Division, alone.For any Query on Architecture plans You can visit www.archplanest.com
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