Taproot has bagged the creative duties for Nirma’s cement brand Nirmax. The agency has also rolled out a launch TVC for the brand.
The initial pitch took place around six months ago and went through three stages. The initial stage started with the branding, for the new brand and saw participation from four agencies. The second round of pitch was for Nirmax’s positioning and strategy which saw participation from three agencies, and the third round of pitch was for the creative duties for brand which was once again won by Taproot India.
Some of the agencies involved in the pitch also included FCB Ulka and Chlorophyll.
Taproot has worked on all aspects of Nirmax including positioning, branding and the launch campaign except the logo which was designed by a local agency.
Nirmax is currently available in four to five states including Rajasthan, MP and Gujarat.
"It is very cluttered category where most of the stuff is very clinical, cold and dry or overtly emotional, we came up with a simple life / consumer truth that we all are engineers of our life/ journey, we know when we want to build a second home, bigger home, office, etc. and Nirmax cement will help give form to your dreams. Hence you see people (from a 6 year old child to a 70 year old person wearing a typical engineering yellow helmet over his head) to bring across the point that consumers are the engineers of their lives and the brand is just a medium to fulfill their dreams," said Santosh Padhi, Chief Creative Officer & Co founder Taproot India, commenting on the launch TVC for Nirmax.
Incidentally Taproot has been working on Nirma on a project basis since 2009.
The TVC is currently being aired on business and news channels as well as some GEC channels regionally and nationally. Apart from TV, the campaign is supported with print, outdoor and retail as well.