Radio Advertising
Client Binani Industries Ltd.
Brand Binani Cement
Agency Ogilvy & Mather Pvt. Ltd.
Audience General public, all SECs and age groups
Brief
 In a low involvement and functional category like cement, the challenge was to create disruption to induce brand preference.
Solution
 In a category where everyone spoke about strength on the back of technology and science, we decided to usher the strength story wrapped in emotion by drawing a parallel with ‘enduring values’ that get passed on from one generation to other. We’re a sum total of what our parents give us and our own experiences which we pass on from one generation to another. In a way it’s an unbroken chain.