MAM
JK Cement signs Virender Sehwag as brand ambassador
MUMBAI: Cement manufacturers J.K. Cement has roped in Indian cricketer Virender Sehwag as its brand ambassador, and has launched the first spot featuring him.
The television commercial is the brainchild of Basic4 – a Delhi-based advertising agency.
The concept of the TVC revolves around situations wherein Viru or Phodu goes about his habit of smashing cricket balls so hard that the surroundings are under threat of getting decimated; thankfully, there‘s Jodu or J.K. Cement around, to keep buildings intact.
Moreover, J.K. Cement is planning to promote the campaign with all-round television, radio and BTL activities.
For brand building, this would be a 360-degree campaign encompassing consumer promotions, online support and public relations, and would be unveiled in a phased manner over the next two years.
J.K. Cement brand manager Nitish Chopra said, “We also plan to involve Sehwag in ground-level activation, engagement, customer outreach programs and various BTL activities like consumer and dealer meets, Point of Purchase material etc.”
Sehwag said, “I‘m happy to be associated with J.K. Cement. It‘s very interesting to see how they have related my strengths with their product attributes and conceptualized an ad that strikes a connect with the audience.”
Chopra added, “Having been in the industry for over 35 years, the company has built its credentials with a never say die attitude and a penchant for smashing challenges ruthlessly. That, when given a human persona, had to be a person who would be both experienced and aggressive and at the same time be both dependable and unique. Keeping this in mind, while deciding on our brand ambassador, Virender Sehwag was the obvious choice, to be the face of J.K. Cement.”
Basic4 creative director Mayank Gaur said, “Among all the smashers of the cricket ball (or phodu‘s, as they are popularly referred to across India), Sehwag is unique in that he combines brute power with staying power. His two triple centuries and 13 odd 150+ test scores conclusively settle that argument. We thought countering this phodu‘s onslaught with our jodu – J.K. Cement, another champion of staying power, would be an engaging way of getting across our brand promise – ‘Vishwas hai, isme kuch khaas hai‘.”
Chrome Pictures is producing the TVC.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
