JK Cement PR & Influencer Case Study | Building Materials Marketing | Case Studies

BRAND OVERVIEW

JK Cement

JK Cement Ltd. is one of India’s leading manufacturers of Grey Cement and one of the leading White Cement manufacturers in the World. Over five decades, the Company has partnered with India's multi-sectoral infrastructure needs on the strength of its product excellence, customer orientation, and technology leadership. JKCement commenced operations with the launch of its flagship grey cement unit in Nimbahera, Rajasthan, in May 1975. As of now, the company has an installed capacity of 28.26 million tons per annum (MnTPA) for grey cement, positioning it among the top cement manufacturers in the country. JKCement is also a leading global manufacturer of white cement, with a total white cement capacity of 1.12 MnTPA in India, and a wall putty capacity of 1.33 MnTPA. JK White Cement products are sold in 36 countries worldwide, and the company has a robust international presence through its subsidiaries, JK Cement Works Fujairah FZC and JK White Cement (Africa) Ltd.

INDUSTRY

HOME & LIVING

Campaign Name

AndarSeSundar

SERVICES

PR & INFLUENCER MARKETING

The Power of PR Unleashed

01.

Insight

In a world increasingly moving towards floozy, fake goods, we wanted to celebrate people for being actually good from inside and not just exterior good. This resonates with the brand’s truth that JKCement WallMaxX wall-putty is an integral ingredient behind beautiful looking walls.Keeping this in mind, we have launched an integrated digital campaign, #AndarSeSundar, which celebrates people who are good from within.

02.

Idea

The idea was to connect the cultural truth with that of the brand truth. Since JKCement WallMaxX can’t be seen from the outside, instead they make the walls beautiful from the inside. And this beauty is long-lasting and not flaky.

03.

Execution

Before the launch of the Hero film, a series of interactive posts during the build-up phase were circulated through social media platforms. With content like “The unseen act of goodness” and “Reel nehi Real-life Heros” the brand created a sense of curiosity among its target audience.

04.

Better India Collaboration

We collaborated with the world’s largest positive content-driven impact platform, “The Better India” to recognise people from different walks of life for their contribution to society.

05.

AR/VR Filter

A Technology Integration on Facebook and Instagram through filter creation via Sparks AI, where the audience is engaged in a virtual game to check their #AndarSeSundar score.

RESULTS

34 MN + Impressions

Generated widespread impressions for the client through strategic PR initiatives and media coverage. Targeted storytelling and outreach ensured the brand message reached a large and relevant audience. The efforts amplified visibility, strengthened brand recognition, and created lasting impact across platforms.

23 MN +Views

Secured high visibility for the client through strategic PR campaigns and media outreach. Targeted messaging and engaging content drove substantial views across digital and traditional platforms. The efforts enhanced brand awareness, audience engagement, and overall media impact.

25Mn + Reach

Expanded the client’s reach through targeted media placements and strategic communications. Ensured the message connected with a broad and relevant audience across multiple platforms. Maximized brand visibility while driving meaningful engagement and awareness at scale.

7.1 Mn Engagement

Boosted audience engagement through carefully crafted PR campaigns and interactive media initiatives. Strategic storytelling encouraged conversations, shares, and meaningful interactions across platforms. The efforts strengthened brand connection, visibility, and resonance with the target audience.