RK Group’s Wonder Cement has launched a new campaign and a TVC to advertise the brand’s line ‘Ek Perfect Shuruwat’. The strategy of the brand campaign is to bring to light consumer’s life instances which is also the brand’s essence of existence.

Vivek Patni, Director of Wonder Cement said that the TV commercial has used the tagline ‘Shuruwat sahi to har baat sahi’ which reflects the gist of the brand. The series of 10 TV commercials are each 20 seconds long which will go on air from 21st November onward. Although cement is considered as a commodity in regular life, but we have focused to portray the important stages of one’s life through the TVCs.

The Creative Director of Candid Creations, Kiran Deohans said that unlike other cement brands, the usage of strength, sustainability, hardness is not considered. Instead, the commercial shows the stages of real life. The brand’s on-ground activation would be through print and radio commercials. The TVC will broadcast on Hindi, music, lifestyle, business and news channels. Radio transmit would include states like Rajasthan, Gujarat, Delhi, MP, UP, Haryana and Punjab.

The creative execution of the TVC is by Candid Creations and Havas is the Media agency.