CSK brand, Dhoni to drive India Cements’ application-specific cement innings

In a significant move, India Cements has started a new innings by leveraging its hugely popular cricket team and four time IPL champions Chennai Super Kings and the brand CSK to promote their innovative products.

Though the major cement maker has its traditional brands Shankar, Coromandel and Rasi, it has opted to tap into the CSK brand, which is remembered nationally, as it introduced two new cement products – Concrete Super King (Concrete Application). for) and launched Helo. Super King (for making hollow blocks).

“CSK has had an association with India Cements since its inception. India Cements has always produced quality cement and the same quality will continue for new products as well. So, what better name to name than CSK which is a champion,” said N Srinivasan, vice-chairman and managing director, India Cements.

The company’s strategy of incorporating the CSK brand and MS Dhoni, who is also the Vice President – Marketing, India Cements, is expected to give better visibility to the new products, which will be sold at a premium (Rs 25 over the normal price). cement per bag). The packaging of the two products comes in CSK yellow and blue colours.

7. power of

The company has also tapped into Dhoni jersey number 7. It has packed the new Cement Concrete Super King (CSK) for all concrete needs from foundation to roof, with the concept of “POWER OF 7”, which includes high durable strength, quick setting time, easy working ability, corrosion resistance, lasting smooth finish, no leakage, and all weather proof nature. Dhoni will also be the face of Super King’s marketing campaign and brand engagement activities.

Parthasarathy Ramanujam, Chief Marketing Officer, India Cements said, “The launch of CSK is the focal point of the company’s growth journey and we plan to introduce application-specific products under the Super King brand name.”

Concrete Super King (CSK) is designed to tackle issues faced by people such as cracks, leaks and seepages in structures and ensure long term stability and strength. Halo Super King (HSK) Cement, which will target the institutional buyers, is specially designed for pre-cast hollow block applications. HSK will enable quick setting, increased structural strength and stability. As per estimates, the hollow blocks market in Tamil Nadu is estimated at 1.5 lakh tonnes and half of this is served by the unorganized sector.

Published on

16 March 2022