In its endeavour to continue its expansion and presence across the country, Birla Gold Cement organised a series of launches across one of the most important states – Uttar Pradesh. Brandwidth won a multi-agency pitch to launch Birla Gold Premium Cement and Birla Gold Classic Cement with best-in-classproducts, packaging, distribution system and technical services across five cities in Uttar Pradesh namely, Allahabad, Varanasi, Gorakhpur, Lucknow & Bareilly.
The launch events formally introduced the product range and services of the products. Uttar Pradesh is a critical market for the brand and Brandwidth took the task of managing the launches to capture the market’s attention and create excitement with an interesting launch.
Ms. Payal Babbar, Head Marketing Services, Birla Gold Cement, commented “The launch of Birla Gold in Uttar Pradesh has stood out to be one of the most fascinating launches done across the market. Hundreds of Trade Partners from different regions came together in each event centre to become a part of the grand launch and make it a big success. To organize this, we were looking for a team who would take care of all the launches seamlessly and create an experience that would be unique to Birla Gold Cement. Team Brandwidth not only demonstrated this but also the capability to proactively and continuously improvise the overall event.”
As is fitting for one of India’s leading premium cement brands, each launch event was planned to create an Aura for the brand along with instilling a sense of pride amongst the partners of being associated with Birla Gold.
A larger than life event set with almost a 60ft LED, interesting engagements and activities fit to create the perfect platform for the launch sequence of the cement were planned for the launches.
The event kick started with an auspicious Ganga aarti performed by the pandits from the banks of the river Ganga (Ganga ghat) along with a mesmerizing chant act of the Bonfire troupe.
The Launch, no less than a celebration, was accompanied by using SFX – confetti, pyros, streamers, C02 jets to make it grander like none other. To pump the audience into the energy of the launch, the Drum Circle facilitators were roped in who ensured each member in the audience was awed by this brilliant activity. AK Rahman & Sangeeta Singh with their infectious energy kept the audience engaged throughout. The launch sequence concluded with a spectacular sequence of a drone carrying the cement bag from amongst the audience, leaving them enthralled.
Zashank Bhatia, Director, Brandwidth, quoted that “Birla Gold Cement has always given us the opportunity & luxury to create larger than life engagements and experiences;we were pleased to be awarded the project after a multiagency pitch. We made sure each launch was as mesmerizing and as grand as the previous one and helped achieve the desired effects for the brand.
Apart from the grand launch of their cement bags, Birla Gold Cement also ensured that the audience were delighted and returned with beautiful memoriesat the end of a grand show. Comedian Vijay Pawar( VIP ) and the beautiful Ambili Menon &Veena Parashar were roped in to extend the celebrations after the launch of the product and presentations by the Birla Gold team. The brand also encouraged their partners to meet the new face of Birla Gold, Marissa, who stars in the new Brand TVC.
With each of these launches, Birla Gold has left a unique impressionupon their partners. As a premium brand, delight of their partners and continued association with them, is what Birla Gold has always strived for and these launches have successfully conveyed this message to their partners.
