Case Study · Bashundhara Group · 2021
BIR Cement — Pride of the Nation
Naming, identity and a 360° launch for Bashundhara's third cement brand in a cluttered market.
Naming · Identity · 360 campaign
Nat'lDealer & distributor demand
360°TVC, print, digital & on-ground
3rdBashundhara cement brand
The challenge
To meet a growing economy's needs, Bashundhara wanted a third cement brand accepted by all and clearly differentiated in a market cluttered with options.
The big idea
“Pride of the Nation.”
Our approach
The name was chosen to connect by default with cement's inherent qualities, with logo and packaging designed to match and stand out. All communication — TVC, press, digital and on-ground branding — supported the single theme.
The outcome
- Wide acceptance among audiences and stakeholders
- Dealers and distributors nationwide queued for the brand
- Made headway despite a slow market
Deliverables
- Brand naming
- Logo & packaging
- TVC
- Press
- On-ground branding
ClientBashundhara GroupBrand: BIR CementATL · BTL · Digital
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