Star Cement, a leading cement brand in Northeast India, has launched its latest instalment in the “Har Ghar Mein Star” (HGMS) series, a film celebrating the indomitable spirit and strength of the region’s people. This new film features Olympic boxing medalist Lovlina Borgohain, further strengthening the brand’s deep connection with the local community.
The film uses a powerful metaphor, comparing the resilient orchids of the Northeast, thriving despite challenging conditions, to the people themselves, who exhibit similar strength and beauty. It emphasizes that adversity can neither prevent an orchid from blooming nor stifle the blossoming of talent, a sentiment perfectly embodied by Lovlina’s own inspiring journey to Olympic success.
Commenting on the film, Arjun Mukherjee, NCD India, VML, said, “Both Star Cement and Lovlina are shaped by the harshness of the North-East. Neither backs down, standing their ground no matter what Nature or life throws at them. The film brings alive that immortal quote from one Rocky Balboa, that it’s not how hard you can hit but how hard you can get hit and keep moving forward.”
Vijay Jacob, Managing Partner, VML, added, “North-East is home to stars from various walks of life who are making it big on the national and international stage. We are proud to partner with Star Cement on this latest film in the series, which, like the ones before it, celebrates the North-East while establishing the brand as the undisputed leader in that region.”
The campaign leverages Lovlina Borgohain’s status as a regional icon, reinforcing Star Cement’s position as the leading cement brand in the Northeast. As a home-grown brand, Star Cement aims to connect emotionally with its target audience by celebrating their unwavering spirit and inner strength. The Har Ghar Mein Star campaign, with its focus on regional sports personalities as brand ambassadors, has proven a successful strategy for building brand loyalty and resonance.
Directed by Gaurav Gupta, with music by Subhajit Mukherjee and production by Hogarth, the film is supported by a comprehensive 360-degree integrated marketing plan. This includes a mix of print, out-of-home (OOH) advertising, point-of-sale (POS) materials, digital activations, and other initiatives designed to maximize reach and engagement.
The campaign has several key objectives: to celebrate the enduring spirit and strength of the people of Northeast India; to forge a deeper emotional connection with the target audience through relatable figures and narratives; to reinforce Star Cement’s market dominance in the region; and to subtly link the quality and resilience of Star Cement products with the resilience of the region’s people and natural environment. By highlighting the parallels between the enduring strength of the Northeast and the reliable quality of its products, Star Cement effectively reinforces its brand message and strengthens its position as a trusted partner in the region’s development.