VML India, a global marketing transformation agency, has launched the third film in its Har Ghar Mein Star (HGMS) campaign, featuring Olympic medal-winning boxer Lovlina Borgohain. This campaign is a tribute to the resilience and indomitable spirit of the North-East, a region that constantly battles harsh natural conditions yet continues to thrive.
VML India & Star Cement X Lovlina Borgohain
A Tribute to North-East’s Resilience
Star Cement, a home-grown brand, aims to create a deep emotional bond with the people of the North-East. The campaign salutes their never-say-die attitude, drawing a parallel between the region’s people and its rich floral diversity, particularly its orchids. Just as orchids flourish in rugged terrains, North-Eastern athletes like Lovlina rise above adversities to achieve their dreams.
The Symbolism of Strength and Beauty
The latest film beautifully portrays how the North-East’s rocky landscapes, extreme weather, and humidity do not hinder growth but rather nurture resilience. This metaphor extends to Star Cement, a brand shaped by the same environmental challenges, yet standing strong like the region’s people. The film, directed by Gaurav Gupta and scored by Subhajit Mukherjee, seamlessly weaves this message into a visually stunning narrative.
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A 360-Degree Marketing Approach
Backed by a robust integrated marketing plan, the campaign includes print, out-of-home (OOH), point-of-sale (POS), digital, and on-ground activations. This ensures widespread reach and engagement, reinforcing Star Cement’s position as the leading cement brand in the region.
Industry Experts Weigh In
Arjun Mukherjee, NCD India, VML, emphasized how both Star Cement and Lovlina share a common trait—resilience. Citing the famous Rocky Balboa quote, he highlighted the essence of overcoming adversity and moving forward.
Vijay Jacob, Managing Partner, VML, added, “North-East is home to stars excelling in various fields. We are proud to collaborate with Star Cement in celebrating this extraordinary spirit.”
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Conclusion
Through the Har Ghar Mein Star series, Star Cement continues to cement its legacy (literally and figuratively) in the North-East, showcasing the region’s strength, talent, and perseverance. With Lovlina Borgohain as the face of this campaign, the brand not only reinforces its market leadership but also pays homage to the unwavering spirit of the North-East.
