Campaign India Team
Nov 25, 2014

Wonder cements the importance of a good start

Watch the TVCs conceptualised by Candid Creations here

Wonder cement has rolled out four new ad films to communicate their brand philosophy of, ‘Ek Perfect Shuruaat’(A perfect beginning). All the films were conceptualised by Candid Creations. The ad films went on air on 21 November and will run for 3 months.

All four films tell the story of families starting something new and auspicious.

One of the films begins at a wedding. We see a young couple about to put ceremonial garlands on each other. Going with tradition, the man makes it hard for his wife to get the garland on. Tired, the new bride is about to give up when she is spurred on by the guests and carried till she can accomplish the task. Having put the garland, she jumps with joy as the husband looks on.

Another film starts at the gate of a playschool. We see a lot a children crying as they are taken away from their parents. A young girl cries, as her mother hugs her to reassure her. The young girl tells her mother that she does not want to go to school. The mother, points to the children playing on swing and shows it to the young girl. Galvanised, she smiles and runs away to school.

The third film begins with a woman frantically calling someone on the phone as a priest tells a man that they need to get the ceremony started as he has other places to be. Annoyed, the man asks the priest to leave. Just as the priest leaves, a taxi pulls up with an elderly couple in it. As they look for an alternative for the now absent priest, the man tells them that they are all that is required.

The final film begins at the construction site for Anandi Industries. As everyone gets ready for the priest to bless the land, people start looking for Anadi. The film cuts to a young girl laying bricks in one corner of the site. An elderly man walks up to her and asks her what she’s doing. “building an industry” is her quick response. The film ends with the old man telling the priest that the company’s 'shilanyas' would happen from the spot where Anadi was playing.

All films end with the voice over, 'shuruat sahi, toh har baat sahi' (if the start is right, everything will be alright).

Vivek Patni, director, Wonder Cement said, "Cement as a category is seen as a commodity in general, but we don’t want our brand to be viewed that way. Hence, we have launched a series of TVC highlighting various significant stages in an individual’s life. The basic premise of our new campaign is connecting with the consumers emotionally which has been emphasized through the brand’s messaging Shuruaat Sahi Toh Har Baat Sahi."

Kiran Deohans, creative director, Candid Creations added, “Unlike other cement brands, Wonder Cement’s TVC doesn’t talk about the attributes of the product like strength, durability, hardness. Instead it showcases the important occasions that occurs in a person’s lifespan and reiterates the belief that well begun is half done”


Client: Wonder Cement
Creative agency: Candid Creations

Campaign India

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