INDIA: Binani Cement: Larger than life

Cement major Binani Cement is looking to expand its horizon, literally. The company has come out with a new television commercial (TVC) to highlight its grand plans and a larger than life image. Starting with the first cement plant in Sirohi, Rajasthan, in 1997, the company, under the Braj Binani Group, has expanded into foreign territories like China, Mauritius, Dubai, Sudan and Africa, and wants an image makeover to portray itself as a global brand. That is precisely what the new TVC tries to achieve.

Continuing with long-term brand ambassador Amitabh Bachchan, the ad emphasises the ‘expanding horizons’ part using mountain peaks, vast oceans and the city skyline as a backdrop. Bachchan’s poetic reflections and a ballad by Kailash Kher complete the ad. “The idea behind the TVC was to establish Binani Cement’s steadily expanding presence across the world without limiting the growth as related to any specific country. The topographies (snowy peaks, ocean and cityscape) have been used to create the feeling of expansion across geographies. The narrative and jingle has established how Binani Cement is bringing the world closer together and set for greater heights,” says Bina Verma, MD of Media Magix, the advertising agency.“Given the competitor landscape, when most cement brands are talking only about strength and other product attributes, Binani Cement chose to create a niche for itself by positioning itself as a brand with global ambitions,” adds Kalpana Binani, spokesperson, Braj Binani Group.

Bachchan has been associated with the brand since 2004. The earlier campaigns highlighted different aspects of the brand, from ‘good housing’ to ‘cultural bonding’. The tag-line “sadiyon ke liye” stands for the quality, durability, strength and resilience of the product.

The Rs 1,06,375 crore (FY 2011) cement market in India is dominated by players such as Ultra Tech, Ambuja Cement, ACC, Jai Prakash Associates, India Cements among a host of national and local brands. So product differentiation through branding is important even for a commodity like cement.

Directed by James Ashburn from Australia, the 45-second TVC does just that. The snow-capped mountains symbolise the brand’s mission to achieve new heights while the next frame highlights the brand’s aspiration to go across the oceans and encompass the globe. “Bachchan’s charismatic aura resembles the brand. It also reflects the quality and enduring spirit of the brand,” says Binani.

The year-long campaign will try to reach out the target audience of 25 plus through radio and TV ads as well as outdoor campaigns. “In the long run, we would like to be reckoned as a brand with true global qualities. On the domestic front, we would like to expand our presence across various markets. The new TVC is in line with our business aspirations,” signs off Binani.