Being a home-grown brand of North-East India, Star Cement seeks to connect emotionally with the people of the region by saluting their never-say-die spirit. Their slogan, ‘Har Ghar mein Star (A Star in every home) reflects the brand’s wide and enduring presence across Northeast and its mission to support rising stars of the region. As part of ‘Har Ghar Mein Star’ campaign which uses sports people from the region to solidify its ethos, they partnered with Olympic medallist and star boxer Lovelina Borgohain for this film, celebrating the unwavering spirit of the brand, and that of North-East.
Har Ghar Mein Star
A campaign celebrating the unwavering spirit of the Indian North-East
Cliente
- Star Cement
Escritório
- India
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.
Arjun Mukherjee
NCD India, VML India
The primary challenge for Star Cement was to forge a deeper emotional connection with the people of the North-East, a region characterized by its vulnerability to natural disasters, extreme weather patterns, and a rugged landscape. Simultaneously, the brand aimed to solidify its position as the leading cement provider in this crucial market. This required not only showcasing the product's strength but also resonating with the inherent resilience and fortitude of the region's inhabitants, who consistently overcome adversity in their daily lives.
The inspiration for the "Har Ghar Mein Star" campaign stemmed from the indomitable spirit and inner strength exhibited by the people of the North-East, particularly its athletes who defy challenging circumstances to pursue their dreams. Further inspiration was drawn from the region's orchids, which flourish despite the harsh climate and terrain, serving as a potent symbol of beauty and resilience in the face of adversity. This natural parallel provided a powerful foundation for the campaign's message.
The central idea of the campaign was to draw a direct comparison between the orchids of the North-East and its people, highlighting their shared qualities of beauty, toughness, and ability to thrive despite challenging conditions. By featuring Lovlina Borgohain, an Olympic medalist from the region, as a brand ambassador, the campaign aimed to embody this spirit of resilience and establish a genuine connection with the target audience. The resulting film serves as a celebration of the North-East's unique character, positioning Star Cement as a brand that truly understands and appreciates the region's inherent strength and beauty.
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