Reliance Cement: Selling cement the FMCG way

Rohini Radhakrishnan

This case study describes the launch of Reliance Cement, a challenger cement product, in the Vidarbha region of India.

Reliance Cement: Selling cement the FMCG way

Rohini Radhakrishnan

Campaign details

Brand owner: Reliance Cement CompanyAgency: MinorityBrand Creation and ManagementBrand: Reliance CementCountry: IndiaChannels used: Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, RadioMedia budget: Up to 500k

Executive summary

This is the story of Reliance Cement, who wanted to feature in the top three brands of the Vidarbha region within just six months of launch, in a category where no new player had managed to challenge the top three in the last 10 years.

Reliance Cement entered a category where brands...

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