Reliance Cement launches campaign in Vidarbha

Reliance Infrastructure's subsidiary, Reliance Cement has launched a six-month out of home innovative campaign in the Vidarbha region of Maharashtra to promote its cement brand that was launched in 2007.

The campaign showcases a huge cement bag placed on the billboard. The bag is shown pouring cement on a person, making him look like a cement man. In another creative, a huge moving crane attached to a motorised pulley is erected across a billboard, apparently pulling the cement bag. The creatives contain the tag line, 'Naya Zamana Naya Cement'.

The campaign was created by the DDB Mudra Group. Monal Kabra, director, group account, DDB Mudra Group, says that their aim was to create a niche for the brand and develop its presence in the region.

The campaign began in September, 2012 and will run for six months. It is spread across 365 units including unipoles, bus shelters, kiosks and billboards. The creatives have been given innovative forms such as a cement mannequin, pole kiosks in the shape of cement bags, moving cranes lifting cement bags and neons.