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Century Cement is part of the Century Textiles and Industries Ltd. It is one of the popular and cement manufacturing unit of the renowned B. K Birla group of companies. This particular manufacturing wing of Century Cement is headed by an extremely capable board of directors and the Chairman of the company is Shri Sajjan Bhajanka. He has an experience of almost 25 years in business management in numerous fields and manages certain other wings of Century Industries as well.

They have their headquarters located in Kolkata, West Bengal and a manufacturing unit in Mumbai, Maharashtra. They are among the top manufacturers and sellers of cement in the entire eastern and north-eastern zone of India, predominantly Assam. The range of cement types were earlier referred to as Sonar Bangla Cement (Golden Bengal Cement) across the eastern and north-eastern zone.

Their main products are the heavily endorsed Birla Gold and Birla Shakti Cement (current name) which has captured a massive share of the cement market in the eastern zone. They have captured the market due to the superior quality of the cement that they manufacture as a result of many advanced technologies that they follow. The premium technology used to manufacture cement in their pollution free-plant has earned them the prestigious International Certification of ISO-9001 for having a remarkable ‘Quality Management System’. They were also bestowed with the ‘Environmental Management System’ certification of ISO-14001 for contributing to maintaining a pollution-free environment in and around their manufacturing units.

The type of blend used in their cement includes PPC (Portland Pozzolana Cement) and PSC (Portland Slag Cement). This mixture offers durability, strength, protection from chemicals and several other advantages to structures built from it. The name Birla Gold and Birla Shakti has been inspired from the premium quality of the blend of cements used. Apart from this the advertising strategy implemented them in association with releaseMyAd, who has been their advertising partner for the past 19 years.

Being a part of the B.K. Birla Group of Industries, gaining the trust of the audiences was not a difficult task. Rather it eased the process of trust building which is also an integral part of large scale advertising. Cement manufacturing appears to be a somewhat monotonous and uninteresting affair. Therefore promoting it and making it stand becomes a challenging procedure, which was successfully attained as testified by the popularity of the Birla Gold and Birla Shakti brand.

What was the strategy behind the Success of the Brand?

Highlighting the key point of difference from other cement manufacturing competitors, i.e. recognising the USP of the brand
Ensuring attractive and varied creative ad designs for different media platforms unlike other cement companies
Identifying their target region and choosing the media vehicles based on its popularity and reach across the target region

These were the 3 crucial points that were kept in mind while building the plan of action for promoting the brand and resulted in an ad campaign that included multiple media platforms.

OOH- Birla Gold and Birla Shakti ad creatives were put up across different parts of the cities of Guwahati, Kolkata and Siliguri. The language used in the taglines varied from Bengali, Hindi to Assamese. Even different large hoardings were put up for prominent visibility across different areas of the eastern and north eastern cities.

The out of home advertising also included shop shutter and front paintings of the brand’s creative ads and wall paintings in remote areas for maximum reach. The OOH campaign of Century Cement also included putting up banners at the back of buses and bus stands in Kolkata.

Print Ads- The print ads in case of Birla Gold and Birla Shakti cement was not limited to Newspapers but also included many regional newspapers of Assam. The Assamese newspapers in which Birla Gold and Birla Shakti ads were printed included, Niyamiya Varta, Asomiya Khabar, Amar Asom, Agrodoot, Asomiya Pratidin, Purbanchal Prahori, Assam Tribune along with a Hindi daily of Assam known as Purvoday. The different ads were published across different editions of Guwahati, Jorhat, Dibrugarh, Lakhimapur, Tinsukia and more. Some of the newspapers covered almost the whole of Assam.

BIRLA GOLD CEMENT – 15 SEC Radio Ad

Radio Ads- Radio Jingles of Century Cement are still played across different Radio Stations in different parts of West Bengal and Assam. The radio ads are covered by Red FM-93.5 in Siliguri and Kolkata, Radio Misty-94.3 in Siliguri and Radio One-94.3 in Kolkata, All India Radio (AIR)in Murshidabad (West Bengal) and Friends FM-91.1 in Kolkata.

TVCs- Television commercials of Birla Gold and Birla Shakti have been playing in different languages in different channels of Kolkata and Assam, predominantly on News Channels. The news channels include almost all the renowned TV news channels which are highly popular across West Bengal and Assam. The channels include Kolkata TV, 24 Ghanta, ABP Ananda, CTVN, Rupashi Bangla and News Time in Assam. These ads were also played across all metro stations of Kolkata broadcasted through Incoda TV.

The advertising campaign for Century Cement a.k.a Sonar Bangla Cement has been a relentless process of advertisement including formulation of new creatives and inclusion of more and more media vehicles. releaseMyAd Media Pvt. Ltd. has been the advertising partner for Century Cement for as long as 19 years and are still going strong. We plan to venture into the online or digital promotion of the brand across different platforms such as adwords, website and content development.

Ad Campaigns That Define Our Success: This special section enlists the detailed Case Studies of all the successful ad campaigns run by releaseMyAd Media Pvt. Ltd. These campaigns have not only provided a new dimension to the products and services of our prestigious clients but have also construed the path towards our success as an Offline as well as Online Advertising Agency. With the help of this section we evaluate, understand and convey our advertising strategies, skills and our expertise in advertising for different media platforms.

The Saltee Group is one of the largest Real Estate development companies in Kolkata. They have been involved in the development
of many property and real estate projects in the past decade. These projects involved commercial buildings, residential complexes, bungalows and even restaurants across the eastern zone of Kolkata. The group is owned by the respected Mr. S. P Jalan who has made a huge name for the group in the past 20 years. Even the releaseMyAd Corporate Office, located in Salt Lake, Sector 5, Kolkata, has been developed by the Saltee Group.

This group has invested their name and resources in the development of projects such as Saltee Spacio, Saltee Vision, Saltee Techpark, Saltee Emerald, Saltech, Saltee Itech, Saltee Chrome and Saltee Corporate. They also have many restaurant initiatives, namely Haveli, Minus 6, Skimo Kitchen and Bronze. The commercial spaces were sold to different offices and corporate companies but the restaurants are directly owned by the Saltee Group. They needed a full-fledged ad agency to take up advertising on different platforms such as Newspapers, Radio and the Internet.

ReleaseMyAd Media Pvt. Ltd was hired as the official ad agency for the Saltee Group, including the launch of their latest and unique restaurant Minus 6.

Planning for Saltee Group Ad Campaign

Selected Media based on Target Audience: The source of advertising tells you that who is going to view your ad and who is going to fall for it. It is best to choose the media vehicle in context with the target audience. This was the same case with Saltee. Considering the fact that they were advertising restaurants and lounges, their target audience’s age limit was not more than 40 years, consisting primarily of youngsters and families.

Ensured a Wide Array of Media Platforms: We planned to advertise and promote their new restaurant launch and other restaurants across different mediums of advertising to ensure maximum visibility in multiple platforms. We selected newspapers, radio, OOH and the Internet to successfully promote the brand name and its products.

Developing Memorable Creative Ad Copies: As they intended to promote restaurants, having attractive creative designs were extremely essential, without which most prospective clients will not be drawn to visit the restaurants or hang outs. Different ad creatives were designed for different media platforms of newspapers, hoardings and more.

Implementing the Ad Campaign

We began implementing the entire campaign for Saltee Group of Restaurants more than a year ago. First we began with advertising Haveli and Bronze. Later on during December 2012, we started campaigning for their latest launches, namely Minus 6 and Skimo Kitchen.

We not only promoted the launch of the latter restaurants but also managed their entire Durga Puja Ad campaign in Kolkata, which is the peak time of promotion for all restaurants and eateries or hangout places.

Newspaper Ads: For the promotion of each and every restaurant by the Saltee Group, advertising in newspapers was mandatory. Be it the launch of Minus 6, be it the Durga Puja promotion of the other restaurants, everything was first published and announced through the newspapers. These newspapers included Times of India, Kolkata edition, The Telegraph and the supplement T2, Anandabazar Patrika and Sanmarg.

Magazine Ads: Print ads were also made a part of Metro Guide, a lifestyle magazine from the ABP group. The Saltee Group restaurants were promoted in the magazine with food related articles too.

Radio Ads: Voice Over Radio Ads were played on different radio stations of Kolkata to attract maximum crowd to attend the Durga Puja Bengali Food Feast, which was being offered with exclusive discounts. They had arranged for special Bengali Thalis and dishes in the festive season and these offers were announced on Red FM and Big FM, continuously for 5 days at regular intervals between songs and other RJ programs.

OOH: Hoardings and kiosks with banners of the different restaurants under Saltee were put up across different parts of the city. The hoardings and kiosks were spread across regions around Swabhumi, Salt Lake and the whole of South Kolkata. The hoarding creatives ranged from a combined collage of all the restaurants to individual restaurant displays with launch announcements and festive offers as well.

Online Advertising: For the online advertising campaign, releaseMyAd handled the entire launch campaign for the Minus 6 restaurant on Facebook which had begun as a contest. We promoted the restaurant by adding surprise elements in the contest and by promoting the place as the latest and coolest hangout place of Kolkata. Then we gradually unfolded the actual product as the ‘first Ice Lounge in Eastern India’. At present, the Facebook page has different categories dedicated to the different sections of the restaurant which includes the Ice Lounge, Restaurant (Skimo Kitchen), the general lounge and the Club or Party Space available for reservation. There is also a section assigned to the different fun facts about the restaurants and its special features.

Since advertising on a social media platform is a form continuous communication with present or prospective customers, a lot of time, effort and continuous collaboration were necessary. For the Facebook campaign alone we have a dedicated person who handled everything from posts and facts to comments and queries.

Even a YouTube video of the entire restaurant of Minus 6 was uploaded along with another video by one of the visitors at the lounge.

The Online Campaign for the Saltee Group of Restaurants also included Pay Per Click Campaigning, Search Engine Optimization and Site Analytics Tracking, in order to keep a track of the performance of the website created for Minus 6.

The Saltee Group has been associated with releaseMyAd for a considerable period of time now and is acquiring more and more advertising projects from them. We have recently begun handling the entire real estate ad campaign for the Saltee Group along with their launch projects and already developed projects.

The restaurants also received a good amount of Press Footage. All these restaurants under the Saltee Group were featured in a
magazine known as Food Service, where they occupied an entire article. They were featured as some of the most exclusive and coolest hangout and family restaurants with great food, located in Kolkata.

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