VML, the global marketing transformation agency, announces a second film in the ‘Har Ghar Mein Star’ campaign for Star Cement. This campaign, originally conceptualized by McCann, 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, earthquakes 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.
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