Nuvoco Vistas' new ad campaign: 'Good' cement to build 'good' homes

The new ad campaign steps away from the popular narrative of durability to focus on goodness

When it comes to cement, advertisements invariably lay stress on qualities such as strength, durability and trustworthiness. Nuvoco Vistas Corp Ltd (formerly Lafarge India Limited), which is among the leading players in eastern, central and north India, has gone off the beaten track to focus on “goodness” in its new ad campaign.

The campaign, “Acche ghar ki pehchaan”, comprises two television commercials (TVCs) featuring a kid with the figures of grandfather and father. In one of the ads, a young boy plays with a football as his grandfather reads the papers in the lawn. As the elderly gets up from his chair, his walking stick slips off his hand and the boy rushes to help him. The voice-over explains, “Acche ghar kare achhi soch ka nirman” (good houses foster good values). Similarly, in the other ad, a man brings his daughter who has a sapling in her hand outside of their home. As the duo is shown playfully planting the sapling, the voice-over says, “Accha ghar woh hota hai jahaan bhavishya ko sanwara jata hai” (a good house is that where the future is secured). The endings emphasise that good homes are only built by Concreto cement.

Madhumita Basu, chief, sales, marketing and innovation, Nuvoco Vistas Corp. Ltd, says, “Concreto is the benchmark brand in the cement industry and it has consistently delivered the highest brand equity in the category over the last decade. This positioning is being reflected through the new packaging and campaign. We have developed the new campaign on the consumer insight that good values are imbibed through our upbringing in a good home. The campaign reassures consumers that Concreto is an enabler to the construction of good homes, and that consumers make the right choice when they choose Concreto to build their homes.”

The campaign follows an omni-channel presence and will be followed by a consumer engagement programme through crowd-sourcing. Nuvoco Vistas Corp. Ltd. has been a part of the Indian construction market since 1999. It has six cement and close to 70 ready-mix concrete plants in India, with presence across all major cities and towns. “Our target audience for this campaign is discerning individual home builders, and the ecosystem associated with these constructions including the distribution network, masons and other influencers,” adds Basu.

She points out that this campaign is a bridge to connect with a previous product-based campaign of the “5 Star Advantage” and attempts to delve deeper into the consumer values associated with “good homes”.

The ads were conceptualised by Rediffusion Y&R. According to the executive creative director of the agency, Piyash Ghosh, “While most brands choose to focus primarily on product features like strength and trust, each brand in the Nuvoco portfolio is differentiated on either a product proposition or unique consumer benefit. Concreto has a distinguished ‘5 Star Advantage’ that translates into unique consumer benefits, and enables the users to construct ‘good homes’ that reflect their value system in life.” Adds Nilanjan Dasgupta, executive vice-president of the agency, “The core idea of the campaign is to relate to the values of life that form a ‘good house’ or ‘acche ghar’. Concreto, being a leader in the segment, is the choice of those who grow up imbibing these values. The print, outdoor and film talk about these values and simply connects the idea to the brand.”