Binani celebrates parents’ forever-ness, cements ‘Sadiyon ke liye’ proposition

Cement major Binani Cement has launched a campaign titled ‘Parental love’ featuring brand ambassador Amitabh Bachchan. The TVC created by Ogilvy & Mather went on air on 11 July.

The film opens with Bachchan gazing fondly at the family pictures adorning the walls of his house. He reflects that parents never ‘leave’, though it may feel like they have. He enlists the various ways in which they stay on. He says their presence can sometimes be seen in one’s smile, and at other times in one’s walk. ‘You sometimes see them in the nose of your son, and sometimes in the granddaughter’s eyes,’ he says. He reminds us that one feels their presence in the lullaby, in the hesitation one feels before saying a lie, in the pet names they gave, in the mannerisms one inherited, in photographs, in the belongings which characterised them, in memorable dates and more. He urges the audience to look carefully to realise that one is a link in a very long chain of generations. He signs off saying, “Woh aapke pehle the, woh aapke baad bhi rahenge, kyunki ma baap kahin nahin jaate hai. Woh yahin rahte hai sadiyon ke liye.” (They were around before you. They will remain after you. Parents don’t go away. They stay on for centuries.). The film ends showing Bachchan as a child running past a door morphing into Bachchan senior walking through it.

Kalpana Binani, spokesperson, Braj Binani Group, said, “In a category where clichéd promises like strength, quality and durability have been touted for decades, we believed our brand was ready to be taken to the next level.”

Piyush Pandey, executive chairman and creative director, Ogilvy & Mather, South Asia, said, “A film for Binani Cement which has a lot more to do than cement. It is about enduring values that matter to all of us and will matter to us forever. It also gives the strong brand promise of ‘Sadiyon Ke liye’ (for centuries) a terrific emotional dimension.”

An Ogilvy & Mather statement informed that the TVC was inspired by Pandey and Bachchan, and written by Anurag Agnihotri, group creative director.

Credits
Client Binani Cement
Creative agency: Ogilvy & Mather
Creative
Executive chairman and creative director, South Asia: Piyush Pandey
Group creative director: Anurag Agnihotri
Senior creative director: Ashish Naik
Associate creative director: Saurabh Kulkarni
Creative controller: Nasar Husami
Account Management
Senior vice president: B Ramanathan
Client services director: Shivali Nair
Group account manager: Bhumika Jadhav
Account executive: Puneet Dewli
Films
Head of films: Porus Khareghat
Production house: Rising Sun Films
Director: Shoojit Sircar