MAM
JSW Cement’s new Concreel HD TVC showcases resilience and durability
MUMBAI: JSW Cement, India’s leading manufacturer of Portland Slag Cement (PSC) has launched its new ‘Concreel HD’ product new television commercial (TVC). JSW Cement is a leading player in this category in South India and an emerging leader is Western markets. The company already holds a leadership position in the eastern markets. The company’s new heartwarming television commercial draws parallel between a home builder and a soldier’s life and his intent to build a durable, strong home for his family – to keep them safe for a lifetime while he is protecting the country. The theme strikes a chord with its audiences.
The new TVC is conceptualized by Ogilvy, Mumbai and been filmed against the backdrop of life in a remote army camp. The two soldiers are shown engaging in a conversation about home and family. The conversation between the soldiers evokes the sense of family as his strength, while drawing subtle references to the strong home that he built for them back in his hometown. The narrative establishes an emotional connect with JSW Cement as a brand that understands the needs of people while reiterating the core promise of longevity and durability that it’s PSC cement lends to a home.
Commenting on the new TVC, JSW Cement – CEO, Nilesh Narwekar said, “We envision JSW Cement as a product that is known for its inherent strength, superior quality and highest degree of durability. As a company, we are constantly gathering extensive understanding of the consumer needs and harnessing this to offer products which can fulfill not just the rational but also cater to emotional needs of the consumers. We are confident that this campaign will resonate with our company’s philosophy and further strengthen our market position across India.”
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.
