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Varsho ni Salamati, Kamal ni Mazbooti
CONSTRUCT
The Brand's Strength
Shree Digvijay Cement Company Limited was founded 75 years ago by Maharaja Digvijay Singh Ji of Jamnagar on the advice of the great Sardar Patel, so that Saurashtra could produce its own cement and give employment to scores of people. The bigger idea was to build soon to be free India. Brand ‘Kamal Cement’ was an iconic brand till eighties eighties but multiple ownership changes pulled the brand from the market.
LEVERAGING
THE LEGACY
In 2016, Votorantim Cements from Spain took over the company. They appointed Zebra Idealab to be its communication and brand partner. They contemplated using the old brand name ‘Kamal’ or using a new brand name entirely. Zebra Idealab was of the opinion that the brand name ‘Kamal’ cement had a legacy and that was still an asset to the company.
Zebra Idealab designed the new logo and packaging for the new ‘Kamal’ Cement. All the collaterals were changed in accordance with the new brand identity. This was followed by a 360 degree campaign with outdoor, radio and both BTL and ATL activities.
STRENGTHENING
COMMUNICATION
Kamal Cement arranged a mega dealers meet program which was attended by a 1000 dealers from all over Saurashtra. The legacy of brand ‘Kamal Cement’ was successfully rekindled. A film based on the true story of Kamal cement with the story and legacy of the great Sardar Patel and Maharaja Digvijay Singh was shown to the dealers.
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From the very next month Kamal Cement touched its full production capacity and regained its lost market share. The brand has changed owners again but Kamal Cement lives on comfortably.
