Birla Plus Cement

In a commoditized category like Cement, how do you create a strong Brand

Cement being a commodity, it is challenging for cement companies to differentiate cement manufactured by one company from cement manufactured by other companies. This is where effective branding, positioning and marketing exercise plays an important role. Cement is a widely used commodity in bulk, next to probably consumption of wheat, and proper branding of the product is a very critical part of the overall marketing strategy.

Grasim Industries Ltd( now called Ultratech Cement Ltd.) had a number of regionally strong cement brands- Birla Super, Vikram Cement, Rajashree Cement etc in its stable. The mandate to the agency was to launch a national brand, BIRLA PLUS which would be promoted through national level advertising and promotions and become the Focus brand of the group.

The Brief

The agency was commissioned to primarily help in creating this brand, create strong brand differentiation, increase awareness and increase engagement for the brand amongst the different stakeholders.


The agency, which was already handling the groups other grey cement brands, was commissioned to launch this new brand and its role included designing the brand logo, packaging, positioning, strategizing and arriving at the right communication inputs. The agency also designed and executed dealer, mason, and architect meets to establish better customer connect with the trade, end users and influencers. The positioning of the brand HAR NIRMAAN KI JAAN and the highly acclaimed commercial which had as its tag line” IS CEMENT MAIN KHASS KYA HAI “arrived at by the agency catapulted the brand into leadership status in the category it was operating in. The multi media 306 degree connect strategy recommended by the agency also saw the cement brand entering into sponsoring of Cricket properties for the first time.

Media usage

TV, Cricket sponsorships and in stadia advertising, Print,{ both mainline and regional Print vehicles }Radio,events and meets, exhibitions and marketing collaterals.