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Building A ‘StrongCrete’ Relationship

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Orient Cement, part of CK Birla Group recently launched its premium cement, ‘Birla.A1 StrongCrete. Manish Dua, President – Sales & Marketing, Orient Cement Limited how the brand formulated its positioning of ‘permanence of love and family’. He also explains how a customer-centric approach has led to the company aligning its business to meet their transforming aspirations.

 Tell us something about ‘Birla.A1 StrongCrete – The Forever Cement’ and the execution of the ad film?

We, at Orient Cement, are committed to bringing the best value to our customers, through consistently delivering superior products and services. As the next step in our journey, is to deliver enhanced value, we launched one of the industry’s most premium cement, ‘Birla.A1 StrongCrete’ which is specially designed for concrete applications.

The idea behind ‘The Forever Cement’ came from India’s rich cultural heritage. Here, longevity is a way of life. We expect things to last longer – whether it is a building or a relationship. For us, our home is very close to our heart and we want it to be forever. This is where we got our campaign idea.

Through the film ‘Families Forever’, we want to help preserve family as the core and keep generations’ together. The film reaffirms the positioning of Birla.A1 StrongCrete as ‘The Forever Cement’, cement with ‘Exceptional Strength.’ As strength and permanence are generic promises in the cement category, in this film we have used the platform of emotions: of love, of security and anchoring we find in the family. We are conveying the message that Birla.A1 StrongCrete stands for the permanence of love and family, championing it in the context of a ‘family home’ as our anchor.

 How much did you spend on this campaign?

To make our film reach our desired consumer base, we aim to spend a substantial amount.

 What derives you to come up with a product like Birla.A1 StrongCrete?

The markets now see us as a dynamic company, which is moving energetically forward in an increasingly competitive market, through continuously aligning its products and technology to meet evolving customer needs. We understand that the emotion of building a house is a very deep one, not only connected to the dreams and aspirations of an individual, but also with the desire of doing it for the next generation. Today, a home-builder not only wants to ensure that the best qualities of raw materials are being used, but is also keen on building long-lasting structures in lesser duration of time.

The most critical elements of a home are the load-bearing concrete structures like foundation, columns, beams, and slabs and we wanted to come up with a special cement thorient at can sustain very high pressure and withstand harsh climatic conditions.

As the name suggests, ‘Birla.A1 StrongCrete’ is specially designed for concrete applications, and it helps concrete made with it gain higher strength faster. This has been achieved by optimizing the product to deliver industry-leading one day strength of 22 MPa, besides significant improvement in the final strength gained by concrete when compared to any other product in the market.

 How do you sustain the trust of your consumers?

Orient Cement has a legacy of over 35 glorious years of nation-building. Our approach has always been customer-centric with a focus on understanding their needs and aligning our business to meet their transforming aspirations. ‘Quality’ is the hallmark of every activity we undertake, whether it is our product mix or state-of-art manufacturing facility. Apart from this, the efficiency in our services has also helped us establish a great reputation amongst our customers, be it timely delivery or technical assistance through our mobile van. ‘Walk the Talk’ being one of our core Company value, we keep the promises we make.

 Tell us something about the growth of CK Birla Group as well as the Orient Cement Limited?

Our founder and visionary, Late BM Birla grew a modest trading firm into a major conglomerate. Over time, the Group developed strengths in manufacturing, engineering and technology, while diversifying into numerous sectors.

Today, the CK Birla Group is a growing US$2.3 billion conglomerate led by Chandra Kant Birla. The Group’s operations are spread across six industry sectors. Few leading brands from the group companies include Birla.A1 Premium Cement, Orient Electric, NBC Bearings, AVTEC Ltd, Charminar, Birla Aerocon, BM Birla Heart Research Centre, CMRI Hospital, Birla Institute of Technology- Mesra and Caterpillar Dealership represented by Gmmco.

Established in 1979, Orient Cement Limited is part of the C K Birla Group of companies. The company began cement production in the year 1982 at Devapur, Adilabad district in Telangana. In 1997, a split-grinding unit was added at Nashirabad in Jalgaon, Maharashtra and in 2015, the company started commercial production at its integrated cement plant located at Chittapur, Gulbarga, Karnataka. With total capacity of 8 MTPA, we are able to serve Maharashtra, Telangana, Andhra Pradesh, Karnataka and parts of Madhya Pradesh, Tamil Nadu, Kerala, Gujarat and Chhattisgarh.

Our product mix includes Pozzolana Portland Cement (PPC) & Ordinary Portland Cement (OPC) marketed under the brand name of Birla.A1 – Birla.A1 Premium Cement and recently launched Birla.A1 StrongCrete.

How do you advertise Orient Cement Limited and what according to you is the most effective marketing channel?

While we are present on all conventional medium, the digital age has completely transformed the way consumers make their buying decisions, seek information or consume content. Every day the digital sphere keeps expanding. It has hence become an important medium to not only create brand awareness, but to reach your precise audience, engage them and ensure continuous relationship-building., Hence we have increased our focus on digital channels particularly to advertise this film.


For Grab : this is the film

Here is the link to the brand film –

About the author / 

Shreshtha Verma

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