A 100 per cent subsidiary of the Italcementi Group, Zuari Cement has churned out an ad campaign that broke on August 8. The campaign uses its mascot, the elephant, to highlight its core proposition of strength in an engaging manner. Slated for a six-eight week launch phase, the campaign aims to drive awareness in a cliched category.
           
In 1996, Zuari Cement was launched at Yerraguntla with a single unit of 0.5 million tons, which grew to 3.5 million tons in 2009 after the acquisition of Sri Vishnu Cement. In 2010, 2.5 million tons were added. It then grew to become a big player in South India.
            
The earlier ad campaigns for the brand were in line with its 'small to premium' growth story. "Zuari Cement has always been careful about its brand growth in India and invested early in advertisements on electronic and other media. The brand's proposition has primarily been about strength but it has also experimented with the message 'lead by example' in print," says K Srivastava, marketing director, Zuari Cement.
   
The target group (TG) for the current campaign comprises individuals aged 25 years or more and typically includes all participants in the network - architects, engineers, contractors, masons and current/prospective individual home builders.
      
The elephant enters a construction site, walks past a snoring security guard and steps on a trampoline tied across four Zuari Cement pillars. It performs a ballet in mid-air, does flips and somersaults. The routine ends with a perfect four point landing. A falling metal pipe wakes up the guard and he stares in disbelief as the elephant trumpets and walks away. The ad thus displays the product's ultimate test of strength and the tagline, 'Asli Taaqat ka Champion', appears on the screen.

Srivastava says, "While the core proposition of a cement offering is strength, we wanted to communicate the same in a unique and innovative way, without clichés."Explaining the use of an elephant in the TVC, that the elephant has always been associated with Zuari Cement's marketing communication efforts - the previous campaign depicted elephants on a rampage, while a wall built with Zuari Cement highlighted the ability of the brand to withstand the animals' weight.

"In the present campaign, the thought was to go beyond this simple equation and to cast the elephant as an ambassador for the brand by depicting it as a champion of true strength. the category is rampant with depictions of brute strength, showcased via comic relief or emotional messaging. Though the agency has kept strength as the platform, it has consciously depicted the brand as having the inner strength of a champion.