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JK Super Cement unveils new TVC featuring Jasprit Bumrah

The Game Badal De campaign is inspired by Bumrah's extraordinary journey and represents JK Super Cement's dedication to innovation, reinvention, and perseverance.

The manufacturer of cement and cement-based products, JK Super Cement has unveiled a new television commercial (TVC) featuring the renowned Indian cricketer and its brand ambassador, Jasprit Bumrah.

The Game Badal De campaign is inspired by Bumrah’s extraordinary journey and represents JK Super Cement’s dedication to innovation, reinvention, and perseverance.

The TV commercial tells a touching story of Bumrah’s childhood when he polished his talent with a cement wall as his silent partner during practice sessions. This tale serves as the campaign’s emotional foundation, showing the wall as both a physical construction and a metaphorical “game changer.” This tale emphasises JK Super Cement’s brand concept of overcoming adversity and attaining greatness.

The Game Badal De campaign, which complements JK Super Cement’s recent rebranding push, aims to increase brand exposure and develop stronger connections with its target demographic. The rebranding included a new identity, modernised packaging, and a dynamic logo that represents strength, innovation, and sustainability. This also saw the revitalisation of JK Super Cement’s marketing positioning as “Build Strong”.

Anuj Khandelwal, Business Head, JK Cement, said, “Our new brand identity is a response to meeting evolving customer aspirations. The Game Badal De campaign amplifies this vision by connecting authentically with our audience through innovation and storytelling.”

Pushpraj Singh, Group President Sales and Marketing, JK Cement, added, “While our legacy remains strong, our rebranding represents a transformation that allows us to stand apart in a saturated market. This TVC is a reflection of our transformation journey towards building a stronger, more sustainable future.”

Love Raghav, AVP & Head of Branding, JK Cement, said, “With our new brand identity and bold campaign #GameBadalDe, we’re breaking barriers and reshaping the narrative in the cement industry. Bumrah’s story of perseverance resonates with our brand values and inspires a fresh perspective on construction and growth. Featuring him as the symbol of transformation, we aim to inspire game-changing stories in every corner of life.”

Historically, the cement industry has taken a cautious approach to marketing and communications. JK Super Cement challenges the current quo with Game Badal De, providing a tale of persistence and inventiveness. Bumrah, noted for his knowledge of Yorkers and ability to change the course of a game, exemplifies the brand’s concept of pushing boundaries and driving innovation.

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