Brands
JSW Cements plans Rs 30 crore campaign
BENGALURU: JSW Cement has a manufacturing capacity of six million tonnes per annum (tpa) or just two per cent of the 300 million tpa capacity that India has, however all of it is Portland Slag Cement or PSC. The company says that over 90 per cent of the cement consumed globally is PSC, but in India the ratio is in single digit percentage. The products offered by JSW Cements include PSC and Ground Granulated Blast Furnace Slag or GBBS, a component required for PSC mix.
JSW Cements director Pankaj Kulkarni said, “With the new governments in place at the centre and the state (Karnataka), we expect the infrastructure sector to get a big boost and the cement sector is expected to grow nine per cent year on year. Metros like Chennai, Hyderabad, Bengaluru, Kochi will lead the way in the southern market.”
The company has now planned a 360 degree campaign, conceputalised by O&M, for south India that will run until the end of the current fiscal with a budget of around Rs 30 crore. “The campaign will have two main objectives – one, to create awareness about the benefits of PSC over other cements available in India, to educate about the way to use PSC and secondly, brand building,” said JSW Cements brand head Rahul Akkare.
The media communication plans include TVC spots on all major TV channels including regional, news, business, entertainment, infotainment, music, movies, sports, local cable; for radio the company has planned spots at peak commuting hours; for print magazines on concrete and construction related business lines, trade lines, monthly main lines; Newspapers -leading dailies in English such as Deccan Chronicle, The Hindu, Indian Express, Times of India; in Telugu – Eenadu, Sakshi, Andhrajyothi, Andhra Prabha, Namasthe Telangana, Hindi Milab, Siasat, Vaarta; financial print publications such as – Economic Times, Business Today.
For out of home (OOH), JSW Cements has plans for presence on bill boards, bus shelters, medians, transit branding – bus/truck/auto; on social media networks like FB, Twitter, Google Plus, Linked-in, through blogs – Architect celebrity bloggers, Real – estate, Civil Engineers, are being targeted. Web-ads – educating consumers about PSC, campaigning with info fusion. For dealers and sub dealers, the company will provide signage and posters. In view of the approaching festival season, JSW Cements has planned to provide buntings and danglers at and near points of sales.
The campaign will have a tagline of ‘Banao pyaae se’ and is set to begin by the end of this month. About Rs 15 crore will be spent on ATL, focusing mainly on television, followed by trade print, social media and digital. About Rs 15 crore will be spent on BTL- we want to approach and train the influencers like the dealers, sub-dealers, masons, engineers, builders, contractors etc. “We are approaching engineering colleges to include the benefits of PSC as a part of the course for architects etc,” informed Akkare.
JSW reaches 1500 dealers and 3500 retailers in eight markets in South India.
O&M handles the creative duties for JSW Cements as well as group company JSW Steel. “We have 2 or 3 pitches for media buying and should decide on a media buying agency soon,” revealed Akkare further.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
