Reliance Cement: New on OOH

The cement company has launched a six-month out of home campaign in Vidharba region to promote its brand.

Reliance Cement, a 100 per cent subsidiary of Reliance Infrastructure, has launched a six-month out of home innovative campaign in the Vidharba region of Maharashtra to promote its cement brand that was launched in 2012.

One creative of the campaign showcases a huge cement bag placed on the billboard. The bag is shown pouring cement on a person, making him look like a cement man. In another creative, a huge moving crane attached to a motorised pulley is erected across a billboard, apparently pulling the cement bag. The creatives contain the tag line, 'Naya Zamana Naya Cement'.

The campaign was created by the DDB MudraMax.

Monal Kabra, group account director, DDB MudraMax, says, "Our aim was to create a niche for the brand and develop its presence in the region."

The campaign began in September, 2012 and will run for six months. It is spread across 365 units including unipoles, bus shelters, kiosks and billboards. The creatives have been given innovative forms such as a cement mannequin, pole kiosks in the shape of cement bags, moving cranes lifting cement bags and neons.

Digvijay Singh, brand manager, Reliance Cement, says, "We wanted to break through the clutter and required an edge in our communication."

Kabra says, "Cement is not an easy sector to do innovation as it is not a very fancy category. We had to create something different as it would create space for the brand in the minds of people."

She adds that the campaign is mainly restricted to Vidharba and Nagpur as the product is only available here and will be rolled out to other areas later.

Reliance Cement aspires to be amongst the top four cement companies in India in the next 4-5 years, with presence across all regions. It is currently setting up its first two cement plants, one in Madhya Pradesh and the other in Maharashtra, with a combined installed capacity of 10 million tons.

The DDB MudraMax is a part of the Omnicom/DDB Worldwide Group. It comprises three agency networks, six specialist agencies and 11 strategic business units which offer their expertise under four disciplines (media, OOH, retail and experiential).