To promote its two new brands, India Cements has decided to leverage the brand identity and popularity of its Indian Premier League (IPL) franchise, Chennai Super Kings (CSK). On Wednesday, the company launched two new brands – Conkrete Super King (for concrete application) and Halo Super King (for manufacturing hollow blocks).
The company has also got the CSK skipper and India Cements VP – Marketing – Mahendra Singh Dhoni onboard to endorse the brands. The new brands will be sold at a premium, which is ₹25 higher than the price of normal cement per bag. The two new products will be packaged in CSK colours of yellow and blue.
India Cements, Vice-Chairman and MD Srinivasan said “CSK is a novel product, packed with the ‘Power of 7’, is a one-stop solution to all concrete needs from foundation to roof. The Power of 7 comprises high durable strength, quick setting time, easy workability, corrosion resistance, everlasting smooth finish, no seepage, and all-weather proof nature, thus making this unique product ‘the best in class’ offering from India Cements. All our products are premium and have stood the tests of time because of their reliability, durability and consistent quality. Consumers recognise our brands for their robust and sturdy nature.”
Dhoni said, “Conkrete Super King embodies the strength and commitment of being the best and playing best innings in the long run of a lifetime. From foundations to roofs, CSK means strong buildings and homes. It is packed with the power of seven to stand the test of time.”
On the commercial pitch, the four-time IPL winners have extended their association with SNJ Group and signed TVS Eurogrip as the principal sponsor.
On the field, the defending champions will be seen in action in the IPL 2022 season opener against Kolkata Knight Riders (KKR) on March 26 at the Wankhede Stadium in Mumbai.