AmritCem Cement, one of North-East India’s leading cement manufacturers, has launched its latest marketing initiative, the “Dhalai Champion” campaign, in Meghalaya. This campaign combines inspiring storytelling, cutting-edge digital marketing, and hyperlocal engagement to position AmritCem as the preferred brand for all types of dhalai work—from foundation to roof.
AmritCem: A 360° Marketing Approach for Maximum Impact
The campaign adopts a 360-degree strategy, blending:
- High-decibel ATL campaigns to reach mass audiences
- Digital amplification through social media and online platforms
- Regional influencer partnerships to connect with local communities
- Targeted BTL activations for direct engagement with homebuilders and construction professionals
This integrated approach ensures the brand resonates with every audience segment while reinforcing AmritCem’s strength, reliability, and performance.
Celebrating Champions from Every Walk of Life
At the heart of the campaign is a 100% AI-generated brand film anchored in the theme: “From Foundation to Roof.”
The film highlights stories of individuals who have faced challenges with grit and determination, mirroring the resilience of AmritCem Cement itself. By showcasing real-life champions, the campaign emphasizes the shared values of performance, reliability, and endurance, establishing a strong emotional connection with the audience.
Local Insights Meet Emotional Storytelling
According to Mr. Indranil Lahiri, Head of Marketing, Amrit Cement, the campaign leverages local insights and emotional narratives to engage homebuilders and construction professionals across Meghalaya. By integrating regional culture and influencers, the campaign ensures that AmritCem becomes the go-to choice for every dhalai work.
Leadership Perspective on the Campaign
Mr. Pradeep Bagla, Managing Director, Amrit Cement, commented,
“With the ‘Dhalai Champion’ campaign, we are reinforcing our commitment to quality and to the people who build with trust every day. This campaign celebrates the spirit of endurance and performance that defines both AmritCem and the people of Meghalaya.”
This underscores the brand’s dedication to quality, reliability, and regional engagement, aiming to increase market share and brand loyalty in Meghalaya.
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About AmritCem
Founded in 2008 by first-generation entrepreneurs, AmritCem has emerged as a leading cement manufacturer in North-East India. Known for its superior product quality, moisture-proof AD Star packaging, and excellent after-sales support, the brand offers a range of cement products including Ordinary Portland Cement (OPC) and Portland Pozzolana Cement (PPC).
Driven by innovation, sustainability, and digitalization, AmritCem not only builds structures but also trust, value, and a stronger future for communities across the region.
Closing Thoughts
The “Dhalai Champion” campaign sets a new benchmark in the cement industry by blending technology, storytelling, and regional focus. By celebrating champions—both in construction and in everyday life—AmritCem continues to strengthen its position as Meghalaya’s most trusted cement brand.
