The brief
A large eastern-India cement and steel group with several product brands needed one recognisable voice that worked for the trade and the end customer at the same time.
What we did
We anchored the consumer line on one endorser and a fixed headline lock-up, then extended it everywhere the brand shows up: festival greetings, the 'Rashmi Avengers' dealer meet, point-of-sale, and a pair of ten-second television spots for cement and for TMT.
Outcome
A consistent campaign system spanning outdoor, social, trade events and broadcast for the group's flagship building-material brands.