India, 10th October 2024: VML, the global marketing transformation agency, announces the ‘Har Ghar Mein Star’ campaign for Star Cement. This campaign underscores Star Cement’s commitment to quality and resilience, while celebrating the unwavering spirit of the North-East region. Through this campaign, VML seeks to resonate with the people of the North-East, honouring their strength and pride, and further solidifying Star Cement’s position as the leading cement brand in the region.
The North-East is tormented by various natural calamities – torrential rain, hailstorms, snow, floods, landslides, e arthquakes and cyclones. It is subjected to extremes of temperature and humidity.
However, these challenging conditions have only served to fortify the resolve of the region’s inhabitants, who consistently demonstrate an ability to triumph against adversity. This includes not only everyday individuals but also emerging sports talent – weight lifters, cricketers, boxers, and footballers – whose passion propels them to international recognition.
Just as the harsh terrain and climate of the North-East equips its residents with strength and character, so too does it shape the region’s top cement brand, Star Cement. The brand guarantees that homes constructed with its product can withstand any challenge.
The “Har Ghar Mein Star” campaign features a thematic film starring local hero Riyan Parag, the first cricketer from the North-East to join the national Indian cricket team, serving as the brand ambassador. The film showcases the resilient spirit of the North-East, highlighting how the region continues to shine despite its challenging conditions, producing stars across various fields.
Directed by Gaurav Gupta and backed by a powerful score by Subhajit Mukherjee, the film draws parallels between Riyan’s passion for cricket and the aspirations of budding cricketers in the North-East. The film is supported by a comprehensive 360-degree integrated marketing plan, including print, OOH, POS, digital, and activations.
Commenting on the campaign, Pradeep Purohit, Chief Operating Officer, Star Cement Limited, said,
“Riyan Parag is not just a talented cricketer but a symbol of hope and inspiration for the youth of our region. With ‘Har Ghar Main Star,’ we want every household to feel empowered and recognize that greatness can come from anywhere, especially our own backyard. The campaign has been conceptualized in collaboration with our creative partner, VML, who has crafted a vibrant and engaging narrative to highlight Riyan’s story. Through this partnership, we aim to encourage talents of North-East and promote a sense of community pride among the people of the North-East.”
Commenting on the film, Senthil Kumar, Chief Creative Officer India, VML, said,
“Both Star Cement and the people of the North-East are born tough. They demonstrate exemplary character in the face of adversity. The film brings alive the undying spirit of the North-East which is now reaching a crescendo thanks to role models like Riyan Parag who are making destiny history.”
Commenting on the film, Arjun Mukherjee, NCD India, VML, said,
“Stars from the North-East are shining bright today in every field. There are thousands of inspiring stories waiting to be told. Riyan Parag represents the never-say-die spirit of the region, and we are proud to partner with Star Cement to create this rousing, new brand campaign. When one rises above all odds, even the toughest of challenges cannot stop them.”
View the film here: https://vimeo.com/1017796142
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 – East & South
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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