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JK Super Cement announces association with Dabang Delhi as Team Title sponsor in Pro Kabaddi League 2019
MUMBAI: JK Super Cement, India’s premier grey cement brand today announced its association with Dabang Delhi as the team title sponsor for the Pro Kabaddi League 2019. Under this partnership, the team players will endorse the brand and sport the JK Super Cement brand logo on their jerseys in all the matches.
The famous Indian sport is an epitome of strength, resilience and grit, all the traits which resonate well with the brand’s core attributes of strength, consistency and durability.
JK Super Cement as a customer centric brand works on its brand promise of ‘BUILD SAFE’, hence the brand has also launched a social media digital campaign alongside – ‘Suraksha pakki to jeet pakki’ – #AbChalegiDabangai. This resonates with the team’s strength and is strategic to JK Super Cement’s strategy of building a solid product architecture.
Commenting on the partnership, Mr. Pushp Raj Singh, President – Marketing, Grey Cement said “We are extremely delighted to be associated with Kabbadi, a sport rooted deep in the Indian soil, that celebrates grit, power and perseverance. A team like Dabang Delhi truly represents our brand’s energy and unbeatable strength. The pace at which the sport has gained popularity in recent times is unparalleled. We are proud to be the Title Sponsor of Dabang Delhi and look forward to a glorious performance by the players. We wish the team all the best for their upcoming matches.”
With this strategic tie-up, JK Super Cement also aims to leverage and build deeper connections with their stakeholders across the country.
The team Dabang Delhi was formed in 2014 and is amongst the top 2 teams in the league this year. They are playing their seventh season under the captainship of Joginder Singh Narwal. Dabang Delhi are all set to play their home leg starting from 24th August till 30th August.
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Reliance Jewels launches ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’ campaign
Gajraj Rao and Pratibha Ranta star in new father-daughter story promoting gold as a smart investment.
MUMBAI: Reliance Jewels has found the perfect way to make gold buying feel both traditional and timely by letting a father and daughter have a heart-to-heart about turning sentiment into smart sense. Network Advertising has conceptualised and executed a fresh campaign for Reliance Jewels ahead of Akshaya Tritiya, featuring actors Gajraj Rao and Pratibha Ranta from the acclaimed film Laapataa Ladies. The campaign cleverly captures a subtle but significant shift in how today’s consumers approach gold purchases.
At its core is the idea of ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’, which repositions gold jewellery as not just an auspicious buy, but also a thoughtful, wearable investment especially relevant amid fluctuating gold prices.
The light-hearted yet emotionally resonant film shows a father-daughter conversation that balances cultural tradition with modern financial sensibility. It reflects how younger buyers are viewing gold through a dual lens: one of sentiment and the other of tangible value.
Network Advertising chief creative officer Shayondeep Pal said the team aimed for a classic slice-of-life tone, “Scripting was key to strike a balance between everyday conversation and brand speak. With Gajraj Rao and the charming Pratibha Ranta, we knew they would pull it off with believable ease.”
Network Advertising executive vice president for digital Rohan Nair added, “Akshaya Tritiya has always been about tradition and belief. What’s changing is how that belief is expressed. Today, it’s less about following a ritual blindly and more about making a considered choice.”
The campaign is being amplified across TV, print, OOH, digital, and social platforms, targeting younger audiences while retaining strong appeal for traditional consumers.
In a market where gold carries both emotional weight and investment potential, Reliance Jewels has struck a fine balance reminding buyers that this Akshaya Tritiya, they can celebrate tradition and make a smart move at the same time. The campaign proves that sometimes the most powerful stories are the ones that feel like a warm family chat.
