JSW Cement: From slow setting cement to fast moving cement

R. Abishek and Ganapathy Balagopalan

This case study shows how JSW Cement, a cement brand, was able to crack an unreceptive Indian market using an emotional campaign.

JSW Cement: From slow setting cement to fast moving cement

R. Abishek and Ganapathy Balagopalan

Campaign Details

Brand owner: JSW CementAgency: Ogilvy & Mather - IndiaBrand: JSW CementCountry: IndiaIndustry: Property constructionChannels: Magazines - business, trade, Outdoor, out-of-home, Packaging design, Point-of-purchase, in-store, Radio, TelevisionBudget: Over 20 million

Executive Summary

JSW Cement, a late entrant in the cement industry, sold steel slag cement, which was new to South India. The product was rejected by the market on the grounds of its slow-setting nature and light colour compared to regular...

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