Maihar Cement, one of the B K Birla Group Company, is a renowned name in the cement industry. For its flagship brand Birla Gold, the client wanted to reach to contractors & land-owners in the bustling states of Bihar & UP.
With a mandate to counter the prevailing myth against Birla Gold Cement, we conceptualized an activation with three prong strategy, as,
- We needed to project Birla Gold Cement as the one for full hose construction adding real solidness to the ceiling. For the same, a canter was redesigned into the house.
- To make people aware about all the major constructions in public domain are done with Birla Gold Cement. An exhibition showcasing this was placed inside the canter.
- To ensure long lasting recalls. For this, an innovative engagement was designed.
A mechanical device was to be hit with a hand. It would record the intensity through swing of the needle, which was branded with brand messages.