Dalmia Cement retains Focus on NE

The cement company, which took over Calcom Cement that has a strong base in Northeast India, will continue with Focus Circle as its creative agency for the region.

Dalmia Cement has retained Focus Circle to handle its creative duties for its Northeast operations after the brand took over Adhunik cement and Calcom cement in the region. The agency's Kolkata office will service the account. It will look after both, above- as well as below-the-line activities for the company.

The brand has also roped in champion pugilist Mary Kom as its brand ambassador.

The agency has already launched the
brand's first campaign
since the takeover. It shows the boxer's commitment, performance, victory and commitment to the sport, which apparently align with the company's core values. The campaign currently employs print, radio and outdoor and has been launched in about six regional languages. A television commercial is in the pipeline.

Rahool Talukdar, national creative director, Focus Circle, says, "We also intend to have builder and trade activation programmes like a dealers' meet with Mary Kom as guest. The mandate is to make people aware of the name change and connect with the people of the region," he says.

Focus Circle was handling the creative and media duties of Calcom cement in the region.

B K Singh, senior executive director, group marketing and corporate communication, Dalmia Bharat Cement, says that although Dalmia is a 70-year-old brand, the challenge was to combine its experience with that of the local team. "The team felt we needed a strong brand ambassador to connect with the people of the region. So, we chose Mary Kom to establish the connection."

Dalmia is one of the top five cement manufacturers in the country. It employs branding for specific regions and has separate agencies handling each of its regional brands.