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