Jaypee Cement gets Sachin Tendulkar as the brand ambassador

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | April 15, 2009
The new campaign, created by Contract Advertising, talks about the brand's core values of trust, resilience and stability

Jaypee Cement, a subsidiary of the Jaypee Group, has roped in cricketer Sachin Tendulkar as its brand ambassador. A new campaign featuring Tendulkar is being released today. The campaign will use television, print and OOH media. The brand also sports a new tagline, Andar se solid. The tagline consolidates the brand's core values of trust, resilience and stability.

Earlier, there were two products under the Jaypee Cement banner, called 'Buland' (which had the tagline Buland Bharat ka Buland Cement) and Buniyaad (which had the tagline Yugon Yugon ka Saathi). Now, both the products have been dissolved and there is only one cement product from the Jaypee Group.

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The group is currently present in central and northern India and plans to expand across various states to have a pan-India presence. To make its presence felt in the current and new markets, it decided to have its first mass media campaign.

I Vinayak, vice-president, Jaiprakash Associates Limited, shares the reason for appointing Tendulkar as the brand ambassador. He says, "Cement is a mature product and only a mature person could be associated with the brand. A younger celebrity would not be a right fit. Sachin has withstood the tests of time and hence we decided to get him on board."

Adding to that, Manoj Gaur, executive chairperson, Jaypee Group, says, "Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and everlasting performance."

Although the Jaypee Group released its first ever television campaign in 2007, this will be Jaypee Cement's first mass media campaign.