JSW Cement launches 2nd TVC on durability & strength

JSW Cement Ltd, part of the $11 billion JSW Group with interests in Cement, Steel & Energy has launched its 2nd TVC focusing on how time strengthens relations in life and the thought that goes behind using the product which ensures durability when used.

The principal concept of the campaign captures how JSW Portland Slag Cement takes a little more time to set but gives your house a lifetime of strength.

The commercial focuses on the generations in a family building their relations with each other and staying strong just like JSW Cement. But isn't it true that with time our relationships with our family members grows stronger anything made with patience, love and care lasts forever? Time is one of the key elements of this JSW Cement brand campaign.

Rahul Akkara, Vice President Strategy & Brand, JSW Cement “We have 3rd Party test reports to claim that our strength grows over PPC and OPC cement over a period of time. The new ads from JSW cement look at how strength grows over a period of time. Through the communication piece we are not only talking about increased strength over a period of time but we are also extending the usage of our products to applications such as beams, columns, slabs and roof .The new ad campaign developed by Ogilvy takes the route of relationships and shows how like the strength of PSC cement, relationships too grow with times” Ramakrishnan Hariharan, Senior Creative Director, Ogilvy says, "It's always a pleasure to work with clients who trust our work and thinking. After an Effie-winning performance with last year's debut campaign for JSW cement, it was imperative for our team to keep the brand love going with scripts that hit the sweet spot. With Vishwesh's keen sense of direction, I think we have pulled it off pretty well. Hope it connects with the audience just like it did last year."

Viswesh Krishanamoorthy, film director with Corcoise Films said “This story has special significance since I am the youngest in my family and I could relate to the scripts. It was a well written story that we had a great time putting together as a film. To watch decades go by in a few days of shoot is a load of fun.”

N Rammoorthi, Ogilvy and Mather, Managing Partner – Mumbai and Kolkata says “strength is a category benefit. But our brand's competitive advantage - strength that grows with time demanded a more dynamic conversation. To tell this story, we found a perfect fit in the context of relationships is equally dynamic - it's not static but something that evolves and grows with time.”