Mumbai: Shree Cement, one of India’s foremost cement manufacturers, has launched a compelling new TVC campaign under its flagship brand, Bangur Cement, spotlighting two of its premium offerings—Bangur Magna and Bangur Roofon. The campaign brings to life the themes of strength, endurance, and the soul of Indian homes, reinforcing Bangur Cement’s role as a reliable partner for individual home builders (IHBs).
The TVC for Bangur Magna Cement promotes the proposition “Use for Solid Concrete” and creatively addresses a prevalent challenge among IHBs: the inconsistent quality of sand, aggregates, and water. Set in a vibrant “Makaan Chef” competition, echoing the popular MasterChef format, the film stars noted actor Abhishek Banerjee and contrasts two teams—one relying on premium ingredients but failing, and the other succeeding with basic materials, thanks to Bangur Magna. The product’s advanced CSH Gel technology ensures superior bonding and unmatched strength, delivering consistency even in uncertain conditions.
Meanwhile, the second TVC highlights Bangur Roofon Cement as the “Concrete Master.” Told from the perspective of the roof itself, the emotionally-driven narrative reflects on its quiet role as a protector of family life and seasonal memories. The film underlines the importance of lasting strength and durability—qualities that define Bangur Roofon.
Neeraj Akhoury, Managing Director, Shree Cement Ltd., shared his thoughts on the campaign, “These campaigns are a reflection of our commitment to engaging meaningfully with consumers by addressing their real-world aspirations, while showcasing the advanced performance of our products. Bangur Magna and Bangur Roofon stand as benchmarks of innovation and reliability in the cement industry designed for discerning builders who seek both strength and lasting trust in their construction materials. Bangur Magna offers exceptional concrete strength even with conventional inputs and Bangur Roofon honours the enduring role of the roof in protecting generations. Through compelling storytelling, we aim to reinforce Bangur Cement’s position as a trusted partner in every homebuilding journey.”
The campaign is being aired across leading national and regional television channels, reinforcing Bangur Cement’s premium portfolio, which includes other high-performance products such as Bangur Marble, Powermax, Jungrodhak, and Rockstrong.
