Brands
Amritcem’s Dhalai Champion campaign lifts the bar
MUMBAI: Amritcem Cement has launched its ambitious Dhalai Champion campaign, spotlighting the brand’s unmatched strength and reliability for all types of construction work. Anchored on the theme From Foundation to Roof, the initiative celebrates both the performance of the cement and the spirit of champions from every walk of life.
The 360 degree campaign combines hyperlocal storytelling, regional influencer engagement, high-decibel ATL presence, strong digital amplification, and focused BTL activities. The brand film, fully AI-generated, follows inspiring individuals overcoming challenges with determination, echoing Amritcem’s promise of resilience, consistency, and long-lasting excellence.
Amrit Cement managing director Pradeep Bagla said, “Meghalaya is a key market for us. With the Dhalai Champion campaign, we reinforce our commitment to quality and to the people who build with trust every day. This campaign celebrates endurance and performance, values shared by Amritcem and the people of Meghalaya.”
Amrit Cement head of marketing Indranil Lahiri added, “Our goal is to make Amritcem the preferred choice for every dhalai work. By blending local insights, emotional storytelling, and influencer partnerships, we aim to connect meaningfully with home builders and construction professionals across the state. This campaign will help generate the brand pull needed in the region.”
Since 2008, Amritcem has been a leading cement manufacturer in North-East India, recognised for superior quality, innovative solutions, and strong community focus. Its product range includes Ordinary Portland Cement (OPC) and Portland Pozzolana Cement (PPC), all packaged in moisture-proof AD Star packs to ensure freshness and reliability.
Through the Dhalai Champion campaign, Amritcem is not just building structures, it’s strengthening trust, value, and the dreams of communities across the North-East.
Ola has a new voice. The ride-hailing giant has appointed Shirsha Majumder as senior manager for PR and communications, bringing in a seasoned hand to sharpen its brand narrative and media relations.
Majumder arrives from Acko, where she spent close to four years playing a central role in shaping the insurance company’s communications strategy. Before Acko, she built her credentials across a string of well-regarded organisations including HDFC Life, Adfactors PR and Edelman, accumulating over nine years of experience across reputation management, media relations, strategic messaging and stakeholder engagement.
At Ola, she is expected to bring that breadth of experience to bear on the company’s communications function at a time when the brand is navigating an increasingly competitive and scrutinised market.
For a company that has rarely been far from the headlines, getting the communications right matters. In Majumder, Ola has picked someone who knows how to manage a narrative under pressure.
