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
Kingfisher bets big on music culture with Karan Aujla’s 2026 India tour
Water Partners with Karan Aujla for P POP Culture India Tour 2026
MUMBAI: Kingfisher Premium Packaged Drinking Water from United Breweries Limited, part of the Heineken Company, has announced its association as the co-presenting partner of Karan Aujla’s P POP Culture India Tour 2026. The collaboration places music and culture at the centre of the brand’s iconic “Good Times” philosophy, integrating the brand seamlessly into one of the most dynamic live music movements in the country.
As co-presenting partner, Kingfisher Premium Packaged Drinking Water will play a significant role across the tour’s on-ground and digital ecosystem, creating immersive consumer experiences and driving meaningful engagement at every touchpoint. The partnership is designed to strengthen the brand’s cultural relevance among young and expressive audiences who see music as a core part of their identity and celebrations.
At the heart of the association is a series of three brand films featuring Karan Aujla, where the global music artist reimagines Kingfisher’s iconic “Oo La La La Le O” jingle across Afro, Punjabi and Funk genres. The Afro-inspired film sets a relaxed jam-session tone, with Aujla warming up, finding his rhythm and delivering a smooth rendition that builds anticipation. The Punjabi version draws from his cultural roots, transforming the jingle into a high-energy Punjabi pop track marked by confidence and commanding stage presence. The Funk interpretation introduces a playful yet bold edge, driven by contemporary beats and groove-led production that highlights his versatility while amplifying the epic Good Times spirit. Together, the films blend spontaneous performance moments with music-led storytelling, reinforcing Kingfisher Premium Packaged Drinking Water’s long-standing association with celebration and culture.
Commenting on the partnership, United Breweries Limited chief marketing officer Vikram Bahl, said that music remains a powerful cultural connector and a core passion point for consumers. He noted that the brand has always focused on creating moments that bring people together, and reimagining the iconic jingle across diverse musical styles offers a fresh expression of the Good Times philosophy. He added that the association with Karan Aujla’s P POP Culture India Tour enables the brand to embed itself authentically within one of the most exciting music movements in India today.
Expressing his excitement, Karan Aujla said that partnering with Kingfisher felt like destiny, as music and celebration are deeply embedded in both their identities. He described reinterpreting “Oo La La La Le O” across different genres as a creative high, allowing him to respect the legacy of the iconic tune while infusing it with his own energy and contemporary sound. He emphasised that the collaboration goes beyond a remake, presenting a fresh vibe that audiences can experience live as the tour travels across cities.
The P POP Culture India Tour 2026 will roll out across major cultural hubs including Delhi on 28 February, Mumbai and Pune on 3 March, Chandigarh on 14 March, Indore on 21 March, Bengaluru on 29 March, Kolkata on 3 April, Jaipur on 5 April and Lucknow on 10 April. At every stop, Kingfisher Premium Packaged Drinking Water aims to deliver its signature Good Times experience, celebrating creativity, community and unforgettable shared moments.
With this partnership, Kingfisher Premium Packaged Drinking Water continues to strengthen music as a central pillar of its brand identity. Fans can experience the collaboration by watching the brand films across Kingfisher’s official digital and social media platforms.
