JK Super Cement, one of the prominent name in India’s cement industry, has launched a captivating new television commercial (TVC) featuring Indian fast-bowling sensation and brand ambassador, Jasprit Bumrah. The campaign, titled Game Badal De, draws inspiration from Bumrah's remarkable journey and embodies JK Super Cement’s commitment to innovation, transformation, and resilience.
The TVC narratws a personal story from Bumrah's childhood, showing how he used a cement wall as his partner during practice. This story forms the heart of the campaign, presenting the wall as both a physical structure and a symbol of transformation. Through this narrative, JK Super Cement reinforces its brand philosophy of overcoming challenges and striving for excellence.
Aligned with JK Super Cement’s recent rebranding initiative, the Game Badal De campaign aims to enhance brand visibility and foster deeper connections with its target audience. The rebranding introduced a refreshed identity, modernised packaging, and a dynamic logo symbolising strength, innovation, and sustainability. This also marked the revitalisation of JK Super Cement’s brand positioning as “Build Strong”.
Speaking on the campaign, Mr. 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.”
Mr. 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.”
Mr. Love Raghav, AVP & Head of Branding, JK Cement, stated, "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.”
Traditionally, the cement industry has maintained a conservative approach to marketing and communication. With Game Badal De, JK Super Cement challenges this status quo by presenting a narrative that resonates with resilience and ingenuity. Bumrah, known for his mastery of Yorkers and his ability to change the course of a game, perfectly represents the brand’s ethos of challenging norms and driving innovation.
Here is the TVC
