India, 10th February 25’: VML, the global marketing transformation agency, announces the third film in the ‘Har Ghar Mein Star’ [HGMS] series, a campaign featuring Olympic medal winning boxer, Lovlina Borgohain, celebrating the unwavering spirit of the North-East.
Being a home-grown brand, Star Cement, seeks to connect emotionally with the people of the region by saluting their never-say-die spirit and their inner strength. Through the ongoing HGMS campaign which uses sports people from the North-East as brand ambassadors, Star Cement further solidifies its stature as the leading cement brand in that part of the country.
The North-East is tormented by various natural calamities. It is also subjected to extremes of temperature and humidity. The terrain is rocky and uninviting in many places. But all that put together cannot dampen the spirit of those who live in these parts, including sports people who are trying to make their dreams come true. They fight the tough natural conditions and triumph over them time and again. The adverse conditions make them stronger and prepare them to combat adversity no matter what the odds.
This attitude is true not only of the people of the North-East but also of its flora. The North-East is considered the ‘cradle of flowering plants’ because of the rich diversity of flora. Orchids are among the most widespread plant families that contribute to this diversity. Of the 1,300 odd orchid species growing in India, more than 850 are reportedly from the North-East.
These orchids brave the harsh terrain and climate of the region to bloom and become a sight for sore eyes. The latest film in the HGMS series draws a parallel between these orchids and the people of the North-East – how they are beautiful and tough, much like the people of the region. It shows how these challenging conditions can neither keep orchids from blooming nor talent like Lovlina’s from blossoming to its full potential.
Directed by Gaurav Gupta and backed by a powerful score by Subhajit Mukherjee, with Hogarth as the production house, the film is supported by a comprehensive 360-degree integrated marketing plan, including print, OOH, POS, digital and activations.
Commenting on the film, Arjun Mukherjee, NCD India, VML, said,
“Both Star Cement and Lovlina are shaped by the harshness of the North-East. Neither backs down, standing their ground no matter what Nature or life throws at them. The film brings alive that immortal quote from one Rocky Balboa, that it’s not how hard you can hit but how hard you can get hit and keep moving forward.”
Commenting on the film, Vijay Jacob, Managing Partner, VML, said,
“North-East is home to stars from various walks of life who are making it big on the national and international stage. We are proud to partner with Star Cement on this latest film in the series, which, like the ones before it, celebrates the North-East while establishing the brand as the undisputed leader in that region.”
Link to the film – Har Ghar Mein Star
Credits:
Client: Star Cement Ltd.
Agency: VML
Creative Team:
Arjun Mukherjee, NCD
Anurag Acharya, Sr. Creative Director
Nabendu Saha, Sr. Creative Director
Account Management:
Vijay Jacob Parakkal, Managing Partner
Nilanjan Sarkar, Client Services Director
Production house: Hogarth
Director: Gaurav Gupta
Producer: Meherzad Contractor, Ashish Nandal
DOP: Lakhan Rathore
Music: Subhajit Mukherjee
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