MP Birla Cement launches brand initiative to strengthen bond with homebuilders
MP Birla Cement has launched Cement se Ghar tak – a brand initiative through a 360-degree communication campaign including electronic, digital and print media to strengthen its relationship with the homebuilder. The campaign goes beyond the conventional route by adding value of providing on-site expert technical services to homebuilders. This dedicated Customer Support Services (CSS) team, not only provides advice but also calculates costs, recommends the right type/grade of cement for diverse construction requirements and guides the homebuilder through crucial steps during various phases of building the super-structure. MP Birla Cement has more than 100 qualified technical field support engineers and more than 50 fully equipped mobile construction material testing laboratories. Cement se Ghar tak is a 360-degree communication campaign reaching out directly to homebuilders. The campaign includes a television commercial [TVC], which is currently on air on major news and entertainment channels. The TVC will also be promoted across digital platforms and in cinema theatres. Through this TVC, MP Birla Cement has showcased the brand as a trustworthy companion that empathizes with the customers’ need for a well built home. As a group, the M P Birla Group is known for its ‘heart and strength’. The ‘on-site expert services’, provided by MP Birla Cement, hopes to strengthen the bond it shares with its customers. “This is a key differentiator and vehicle for customer delight,” says Sandip Ghose, Executive President, MP Birla Group. He added that, “The Cement se Ghar tak campaign, unlike other cement campaigns, talks directly to the end-customer at an emotional level, and gets close to understanding their needs.”
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