Binani Cement: Larger than life

New Delhi : 05 Sep 11 | 12:59 AM:Cement major Binani Cement is looking to expand its horizon, literally. The company has come out with a new television commercial (TVC) to highlight its grand plans and a larger than life image. Starting with the first cement plant in Sirohi, Rajasthan, in 1997, the company, under the Braj Binani Group, has expanded into foreign territories like China, Mauritius, Dubai, Sudan and Africa, and wants an image makeover to portray itself as a global brand. That is precisely what the new TVC tries to achieve.

Continuing with long-term brand ambassador Amitabh Bachchan, the ad emphasises the ‘expanding horizons’ part using mountain peaks, vast oceans and the city skyline as a backdrop. Bachchan’s poetic reflections and a ballad by Kailash Kher complete the ad. “The idea behind the TVC was to establish Binani Cement’s steadily expanding presence across the world without limiting the growth as related to any specific country. The topographies (snowy peaks, ocean and cityscape) have been used to create the feeling of expansion across geographies. The narrative and jingle has established how Binani Cement is bringing the world closer together and set for greater heights," says Bina Verma, MD of Media Magix, the advertising agency.