Mumbai: True to its origin, MP Birla Chetak Cement is an embodiment of Rajasthan’s spirit of resilience and strength. It is a symbol of unerring trust, and a beacon of fortitude. Like a true warden, it promises to stand strong against the vagaries of nature. This constitutes the narrative of the newly launched TVC by MP Birla Chetak Cement.
The film opens with a close shot of a horse, running through a terrain beset with travails and natural hindrances. The narrative, enriched with poetic inflexions, reveals the real soul of Rajasthan. It is a land of extremities, a conjunction of communities with shared history of survival. The sons and daughters of Rajasthan are born with the gift of endurance, and a Chetak is no exception. Every grain of MP Birla Chetak Cement is Rajasthan incarnate.
Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: MP Birla Chetak Cement promises to guard homes against every kind of weather. It is as zealous to guard and protect homes as a warrior is keen to defend his motherland. That’s why instead of directly talking about the product’s salient features, we have developed a film that portrays Chetak as a metaphor for protection. It evokes the image of the legendary stallion that had once served in gruelling battlefields. The most challenging part of the film was its execution.
Sandip Ranjan Ghose, Executive President (Sales, Marketing & Logistics), Birla Corporation Limited, Kolkata: Like Chetak the horse is a legend, MP Birla “Chetak” Cement is also a legend, having completed half a century of existence in Rajasthan – from the inception of the MP Birla Cement Plant in Chanderia 50 years ago. It is a highly respected and trusted brand across Rajasthan, and markets of the North and Western India. The commercial celebrates the heritage of MP Birla Chetak in its Golden Jubilee year.
Client: MP Birla Cement
Agency: Ogilvy Kolkata
Production House: Conversation Films