Birla Gold, the Cement division of the BK Birla Group of Industries, has appointed BBH as its creative strategy and advertising agency partner. BBH will be responsible for the development and execution of business-driven creative campaigns.
The brand also released its latest film with the Patna Pirates, the defending champions of season 3 & 4 of the Pro Kabbadi League. The film conceptualised by BBH features key players – Pardeep Narwal (Captain), Vishal Mane (Vice Captain), Monu Goyat, Jaideep, Sachin Shingade & Satish.
Birla Gold is the official team sponsor of the Patna Pirates for season 5. The film exudes strong local flavor with music done by live experimental electronica producer and composer Donn Bhatt and sung by rapper Abhishek Dhusia aka Ace. The film will be released across digital platforms – YouTube, Facebook and Twitter.
The film can be watched here:
Jayant Dua, CEO, Birla Gold Cement said, “As Birla Gold continues to solidify on its position as leading cement brand, it’s vital that we have the right agency partner on our side. We were impressed by the strategic and creative depth behind the work for which BBH is known and look forward to collaborating with them to make our brand stand across the category.”
Russell Barrett, CCO and managing partner, BBH said, “We’re extremely excited to be working on Birla Gold and our first film with the Patna Pirates is a great way to announce this partnership. We want to build a modern contemporary, relevant brand in this category."
Arvind Krishnan, MD, BBH added, “Our mandate is to help drive preference for the Birla Gold brand through our brand of creativity, different and relevant. We’re looking forward to a strong partnership with them.”
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Watch the film conceptualised by The Womb here