has won the creative duties for Deepak Cements & Chemicals' soon to be launched brand Star Cements, with an initial investment of Rs 3,000 crore. The agency won the business following a multi-agency pitch
Chandan Nath, president and head, Mudra, Ahmedabad, says, "At Mudra our focus has always been on partnering our clients to make their businesses grow. Paras, Nirma, Adani and Electrotherm are some of the brands that have benefited from this insight of ours. With Star Cements, we have another brand launch in our lap, which we shall work towards making a success."
Says, Hemant Pandey, CMD, Star Cements, "Mudra is the agency behind some successful brand launches. During our preliminary interactions, the team at the agency was able to demonstrate deep understanding of our business and consumer. They presented a brand plan which encompasses our initiatives and synergises our brand into one idea."
With a boom in the real estate and infrastructure industry, the cement industry, too is moving up the graph. Companies in the cement category have been seeing a rise in demand, accompanied by a rise in profits - the perfect recipe for increased profitability.
While the cement industry seems to be witnessing a growth, branding in this category is not as evolved. Most brands are positioned on basic functional benefits of strength and durability, leaving little scope for differentiation for a new brand. All these factors have been kept in mind by the company before launching the product.
Star Cements is the brain child of Pandey, a cement industry veteran who is also the CMD of the company. With a career spanning across 24 years, he has worked with cement companies such as Grasim, India Cements, Mehta Group and Sanghi Cement. Beyond cement, the company is also looking at value added products and pioneering initiatives to revolutionise the construction industry. The aim is to set new benchmarks in the category. The company has as its associate, a US $4 billion conglomerate - the ETA Group of Dubai, operating in more than 50 countries in diverse businesses.