Mumbai: VML, a global marketing transformation agency, has launched the ‘Har Ghar Mein Star’ campaign for Star Cement, a leading cement brand in the North-East region. The campaign aims to resonate with the people of the North-East, honoring their strength and pride, and further solidifying Star Cement’s position as the top cement brand in the region.
The campaign features a thematic film starring local hero Riyan Parag, the first cricketer from the North-East to join the national Indian cricket team, serving as the brand ambassador. The film showcases the resilient spirit of the North-East, highlighting how the region continues to shine despite its challenging conditions, producing stars across various fields.
“We want every household to feel empowered and recognize that greatness can come from anywhere, especially our own backyard,” said Pradeep Purohit, Chief Operating Officer, Star Cement Limited. “The campaign has been conceptualized in collaboration with our creative partner, VML, who has crafted a vibrant and engaging narrative to highlight Riyan’s story.”
The film is supported by a comprehensive 360-degree integrated marketing plan, including print, OOH, POS, digital, and activations. The campaign aims to encourage talents of North-East and promote a sense of community pride among the people of the North-East.
“Both Star Cement and the people of the North-East are born tough,” said Senthil Kumar, Chief Creative Officer India, VML. “They demonstrate exemplary character in the face of adversity. The film brings alive the undying spirit of the North-East which is now reaching a crescendo thanks to role models like Riyan Parag who are making destiny history.”
“Stars from the North-East are shining bright today in every field,” said Arjun Mukherjee, NCD India, VML. “There are thousands of inspiring stories waiting to be told. Riyan Parag represents the never-say-die spirit of the region, and we are proud to partner with Star Cement to create this rousing, new brand campaign.”
The ‘Har Ghar Mein Star’ campaign is a testament to Star Cement’s commitment to quality and resilience, and its dedication to the North-East region. With this campaign, VML and Star Cement aim to inspire the people of the North-East and promote a sense of community pride, while further solidifying Star Cement’s position as the leading cement brand in the region.
View the film here: https://vimeo.com/1017796142
Credits:
Client: Star Cement Ltd.
Agency: VML
Creative Team:
Arjun Mukherjee, NCD
Anurag Acharya, Sr. Creative Director
Nabendu Saha, Sr. Creative Director
Account Management:
Vijay Jacob Parakkal, Managing Partner – East & South
Nilanjan Sarkar, Client Services Director
Production house: Hogarth
Director: Gaurav Gupta
Producer: Meherzad Contractor, Ashish Nandal
DOP: Lakhan Rathore
Music: Subhajit Mukherjee
