Reliance Cement: Selling cement the FMCG way

Rohini Radhakrishnan

Campaign details

Brand owner: Reliance Cement Company
Agency: MinorityBrand Creation and Management
Brand: Reliance Cement
Country: India
Channels used: Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Radio
Media 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 had been around for so long that they were considered better than others simply due to their 'heritage and experience' rather than their product, and successfully overturned that belief by creating doubts about the category's inherent heroes. To do that, they had to go beyond simply making claims and create a product based on science and technology.