afaqs!

JSW Cement to look for creative and media agencies for its new offering

By Shibani Gharat , afaqs!, Mumbai | In Advertising | September 14, 2011
The company plans to launch 'green' cement in the market by the end of the year.

JSW Cement will soon look out for creative and media partners to launch its new offering in the Indian market. The product is yet to be named.

Sources close to the development have confirmed the news to afaqs!.

The new offering is expected to be unique; this cement variant is slated to be ecological and environment-friendly. The company wants to spread awareness about this innovative offering, expected to be launched in India by the end of the year. It will be positioned as 'green' cement.

Cement is widely used in construction. But, cement production is known to be associated with serious environmental hazards such as carbon dioxide emissions and dust. Contamination of water in the vicinity of cement plants and health hazards, especially when in contact with skin or through inhalation of dust, are also common occurrences.

The new offering by JSW Cement is expected to help ease some of these hazards.

Last year, scientists from UK-India Education and Research Initiative (UKIERI) had come close to developing a new form of cement made from waste material such as rice husk, fly ash, limestone dust, ground slag (a steel manufacturing plant waste), marble dust, quarry dust, and paper mill wastes. They had christened it 'Gen X' cement. It was claimed that the product cut carbon emissions and fought climate change.

However, the ingredients and the rationale of the new cement variant by JSW Cement is still undisclosed.

JSW Cement, which was incorporated in 2006, is a part of the Sajjan Jindal-led JSW Group. The group has diversified interests in steel, energy, minerals and mining, aluminium, infrastructure and logistics, cement, and information technology.

Currently, JSW Cement has no creative or media agency on board. However, Grey Mumbai looks after the creative duties of the entire JSW Group.

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