Cement se Ghar tak: MP Birla Cement launches brand initiative to strengthen bond with homebuilders

MP Birla Cement has launched Cement se Ghar tak – a brand initiative through a 360-degree communication campaign including electronic, digital and print mediator strengthen its relationship with the homebuilder.

MP Birla Cement is one of the oldest manufacturers of Portland cement in the country. Today, the company has 10 plants, including the recent acquisition of Reliance Cement Company Private Limited, which takes its annual production capacity to over 15 million tons, making it one of the top five cement producers in North India. It also has the widest range of cement brands – Perfect, Ultimate, Chetak, Unique, Samrat, Multicem & Concrecem – that cater to various construction needs, climatic conditions, regional and customer preferences etc. Its retail footprint extends from Rajasthan in the West to Bengal in the East, with a very strong presence in the central heartland of Uttar Pradesh, Madhya Pradesh and the Vidarbha region of Maharashtra.


As pioneers in the industry, MP Birla Cement has always put the customer at the heart of the business and never stopped at being just a provider of quality cement. With the launch of the latest Cement se Ghar tak campaign MP Birla Cement has once again underlined this commitment to its customer. The campaign goes beyond the conventional route by adding value of providing on-site expert technical services to homebuilders. This dedicated Customer Support Services (CSS) team, not only provides advice but also calculates costs, recommends the right type/grade of cement for diverse construction requirements and guides the home-builder through crucial steps during various phases of building the super-structure. MP Birla Cement has more than 100 qualified technical field support engineers and more than 50 fully equipped mobile construction material testing laboratories.

Cement se Ghar tak is a 360-degree communication campaign reaching out directly to homebuilders. The campaign includes a television commercial [TVC], which is currently on air on major news and entertainment channels. The TVC will also be promoted across digital platforms and in cinema theatres. Through this TVC, MP Birla Cement has showcased the brand as a trustworthy companion that empathizes with the customers’ need for a well built home.  [You Tube link Cement se Ghar tak]


The idea behind Cement se Ghar tak campaign emerged from research and insight that clearly demonstrated a marked increase in engagement by customers. Building a home is a labour of love and an investment of a lifetime for most people. Besides, homebuilders today have greater awareness about products, are more quality conscious, yet, they still look for expert advice so that they can take the right decision while building their home. Understanding this need, MP Birla Cement has further developed and enlarged the reach and scope of its Customer Support Service to be the best in class.

As a group, the M P Birla Group is known for its ‘heart and strength’. The ‘on-site expert services’, provided by MP Birla Cement, hopes to strengthen the bond it shares with its customers. “This is a key differentiator and vehicle for customer delight, “says Sandip Ghose, Executive President, MP Birla Group. He added that, “The Cement se Ghar tak campaign, unlike other cement campaigns, talks directly to the end-customer at an emotional level, and gets close to understanding their needs.”

The new campaign conveys to home-builders that “we do not stop at supplying the best cement to customers to build a strong and long lasting house, but we are their guide who is there to help cement their dreams. Through this campaign we are reiterating our commitment to the customer, staying a step ahead of competition. In coming days, we shall further enhance our offering through continuous innovation and thought leadership, “says Ghose.

To reach out to the MP Birla Customer Support Service team dial: 8010 55 00 00.


About MP Birla Cement brands

MP Birla Cement Brands enjoy very high level of equity in the markets it operates and was the first to launch two new-age brands — Concrecem and Multicem — keeping in view the rapid growth in Infrastructure and Projects. A dedicated B2B Non-trade and Institutional vertical, created for focused servicing of key accounts, will sell these brands.

MP Birla Cement’s heritage brand, Chetak, remains one of the most popular brands in Rajasthan and North India. MP Birla Cement Unique, the premium PSC cement, has 9 unique qualities, making it a preferred brand for discerning customers in Eastern India. M P Birla Cement Samrat is one of the top selling brands in the value-for-money segment in UP and Bihar markets. Earlier this year, MP Birla Cement launched MP Birla PERFECT – high-grade PPC Cement that has already become a leading brand in the premium segment.

About the TVC Cement se Ghar tak

The TVC narrates the story of a married couple, and the sweet sacrifices that they have had to make to build a home of their dreams. Featuring renowned actress Priyanka Bose (star of the Oscar entry Lion, Gulab Gang and Nirbhaya–the play) and celebrated television actor Anupam Bhattacharya, the TVC takes viewers to the heart of the homebuilder through the metaphor of a beautiful relationship of a loving couple.

The film has been directed and produced by Vivek Kakkad of Curious Productions, Mumbai–makers of many acclaimed commercials such as Make My Trip, Tanishq and Tata Sky.   It was conceived and scripted by the Creative Teams of Ogilvy & Mather in Kolkata and Mumbai.

Everyone–irrespective of one’s economic strata–aspires to have one’s own place that one can call home. Each family, in its own way, makes compromises on little pleasures that is more than compensated by the joy of a new house. This magical moment is captured through the eyes of this couple, who have worked hard to realize that dream.



Facebook: @MPBirlaCement

Twitter: @MPBirla_Cement

YouTube: @ MP Birla Cement

Instagram: @mpbirla_cement

For further information please contact:

Vinay Sharma

Radiance Public Relations

Mob: 9219506887

Email: vinayradiance@gmail.com

About MP Birla Cement- The cement division of Birla Corporation [MP Birla Group]

The Cement Division of Birla Corporation Limited, Flagship Company of the MP Birla Group, has 10 plants in seven locations, Satna, Raebareli, Chanderia, Durgapur, Maihar, Kundanganj and Butibori. The total installed capacity of the 10 plants is about 15.5 million tons a year.

The Company has acquired 100% shares of Reliance Cement Company Private Limited (Reliance Cement), a subsidiary of Reliance Infrastructure Limited. After this acquisition, Reliance Cement has become a wholly-owned material subsidiary of Birla Corporation Limited. This acquisition has provided Birla Corporation Limited with the ownership of high-quality assets.

The Company is among the Top 10 cement manufacturers in the country, producing a full range of cement, including Portland Pozzolana Cement (PPC), Portland Slag Cement (PSC), Ordinary Portland Cement (OPC) and Sulphate Resistant Portland Cement. Its marketing footprint extends from Rajasthan in the West to Bengal in the East, with a very strong presence in the central Indian heartland of Uttar Pradesh, Madhya Pradesh and the Vidarbha region of Maharashtra.

Its eight cement brands cater to a range of applications, construction needs, climatic conditions, regional and customer preferences. The brands include Perfect, Chetak, Unique, Ultimate, Samrat, and PSC. Its two other brands are Concrecem and Multicem. Concrecem is ideal for versatile applications, particularly large construction projects, including roads, bridges and dams etc. Multicem can be used for marine structures (docks, harbours and jetties), bridges, dams, industrial plants, sewers and sewage disposal systems. Always keeping the customer at the heart of the enterprise, M P Birla Cement provides Technical Assistance and Advisory services to empower end-users get the best out of the products.

All the plants of the Company have been extensively modernized incorporating the latest state-of-the-art technology to manufacture cement of the finest quality for perfect construction. The improved grinding equipment produces fine grain cement for faster construction, saving time and money. The plants are ISO 9001:2000 certified, covering the entire range of production and marketing. The Cement Division has two high-ash coal-based captive power plants at Satna (27 MW) and Chanderia (29.8 MW) each.

More than 90% of the Company’s sales turnover comes from its Cement Division alone. In 2016-17, the Company had a total turnover of Rs 4,981 crores and of this Rs 4,643 crores was contributed by the Cement Division, alone.

Media Contact
Company Name: Radiance Public Relations Private Limited
Contact Person: Vinay Sharma
Email: vinay@radiancepublicrelations.com
Phone: +91 9219506887, +91 9412720147
Country: India
Website: www.birlacorporation.com