JK Cement, a cement manufacturer in India, has launched its new campaign titled “Naam se toh kaee Kaam se Ek hi No.1.” The #KaamSeNumber1 initiative aims to redefine the concept of being the best in the cement industry.
Created by Social Cloud Ventures, the campaign features four ad films set in a multi-brand cement store, depicting various customer scenarios and the demands they face. The films aim to transform customers’ perceptions of what makes cement the best and offer a new perspective at the point of sale.
Furthermore, the campaign emphasises the company’s differentiating factor from other cement brands in India – the Build Xpert Team and their On-Site Technical Services.
Commenting on the campaign, Pushp Raj Singh, Group President – Marketing at JK Cement Ltd., said, “Our goal with this campaign was to emphasize the superior quality of our products and showcase the trusted legacy of our brand. With 50 years of extensive and illustrious experience in the cement industry, we have built a strong foundation based on integrity, dedication, and continuous improvement in our products and processes. Every batch of JK Super Cement undergoes more than 200 BIS approved (Bureau of Indian Standards) quality tests, ensuring its excellence from raw materials to packaging, before it reaches the hands of the end consumer.”
Love Raghav, AVP & Head of Brand & Digital Marketing at JK Cement, sheds light on the campaign’s inception, stating, “Our journey began with an in-depth market research endeavor to understand consumer behavior, pain points, and preferences regarding cement purchases. Based on these insights, we designed a campaign that delivers a clear brand communication, highlights our core product capabilities, and addresses their pain points. The #KaamSeNumber1 campaign also promotes our On-Site Technical Services provided by our strong Build Xpert Team, where we prioritize our customers by offering valuable construction related services alongside top-quality products, ensuring a seamless experience, which sets us apart from other brands in India.”
Nipun Arora, Founder of Social Cloud Ventures Pvt Ltd – The agency on record, added, “Our main challenge was to create a memorable, seamless campaign across various platforms and formats. We integrated this campaign highlighting key reasons to believe, a captivating hook, brand narrative, and unique selling points for each product, all within a concise 20-second timeframe. The result is a campaign with four films that address friction points and deliver impactful moments of truth.”
The campaign encompasses a comprehensive communication and marketing strategy, spanning digital, television, print, and social media platforms.
