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...