Hard Worker, the construction chemicals brand from The Ramco Cements Limited, emerged as a double Gold winner at the ET Brand Equity Shark Awards 2025 – South Chapter, held recently at Taj Wellington Mews. The recognition reinforces the brand’s strong connect with audiences through culturally relevant and insight-driven communication.

The awards highlight how Hard Worker campaigns successfully engaged audiences across markets by addressing real-world construction challenges. A distinct, culturally grounded brand tone enabled the communication to resonate strongly across both television and digital platforms. The wins recognise Hard Worker’s performance across TV and digital media under the Campaign Brilliance categories at the ET Brand Equity Shark Awards – South Chapter.

The brand’s communication strategy focuses on simplifying complex on-site decisions and presenting product usage and performance in a relatable language for the construction ecosystem. The twin Gold awards were secured in the TV Marketing Campaign category for the Hard Worker Eco Plaster film, and in the Humour-Based / Meme Marketing Campaign category for the combined Hard Worker Eco Plaster and Hard Worker Tile Fix films.

Commenting on the achievement, A.V. Dharmakrishnan, Chief Executive Officer, Ramco Cements, said the company’s approach has always been centred on understanding on-site challenges and delivering the right product for the right application, a philosophy that shapes its manufacturing, innovation and engagement with the construction ecosystem.

Adding to this, Balaji K. Moorthy said the awards validate the authenticity of Hard Worker’s voice and reaffirm the brand’s commitment to championing real craftsmanship while delivering solutions that empower the workforce building the nation.