Ogilvy Mumbai's new campaign for JSW Cement is a heartfelt story of a true labour of love. We decided to tell the product story in an emotional manner, an approach rarely applied to … read morethis category. While consumers are always and certainly,very involved in home making, they are not very involved in choosing a cement brand for their homes. We used this emotional hook to tell consumers that when they wait a lifetime to make their dream home a reality, they should take their time in making the most important decision regarding their homes –the decision in choosing the cement for their home. Most of us overcome tough challenges and obstacles in life just so that we can build a home for our loved ones. But when we finally achieve this dream home, we run out of patience and want the house to be built swiftly as a result of which some very hasty decisionsand poor choices are made. Butisn'tit true that anything made with patience, love and care lasts forever? We have used this to tell people that while JSW Portland Slag Cement takes a little more time to set, it will give your house a lifetime of strength.The main film expresses the emotions of making a home. We have 2 short films that talk about specific product benefits –strength and colour. The main film is going on air from 6th Dec and the product films from 12th Dec.
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