Shillong, Oct 28: Dalmia Cement (Bharat) Ltd. (DCBL) won two awards at the Global Brand Excellence Awards 2013. Organized by the World Brand Congress at Mumbai, Dalmia Cement was felicitated with the “Effective Use of Marketing Communication Award” for HALC (Higher Alite Low Celite) campaign in the North East and the “Emerging Brand-North East “awards.
Nominations were adjudged by a distinguished jury comprising some of the most respected names in marketing, advertising, branding in country and internationally. Earlier this year, Dalmia Cementreceived the “Best Print Creative” for the year 2012-2013 at the North-East Popular Brand Awards 2013, organized by News Live, Red FM and Asomiya Pratidin.
Speaking on the occasion, M.C. Kini, Chief Executive Officer – North-East, Dalmia Cement Bharat Limited said, “Being recognized at the World Brand Congress is an honour which is heightened by the fact that we received awards in two categories. For a brand less than a year old in the North East, this is extremely encouraging. We are enthused by the recognition and shall work harder to realize the excellence of our business model.”
A 360-degree approach in popularizing the revolutionary new technology in cement, HALC was implemented through a special character called Professor HALCULAS. It reached out to the consumer in a very innovative and engaging manner. Professor HALCULAS visited points of sale and conducted street plays to demonstrate the superiority of HALC over ordinary cements through placards, posters and impactful presentations. This was complemented by a radio campaign, using the voice of real customers sharingtheir unique experience with HALC in specific and brand Dalmia overall.
“HALC is a defining element in cement industry and it was super critical that its unique proposition was most effectively communicatedto our customers. The team worked hard to put together a comprehensive program that was not only innovative and engaging but hugely impactful too. Professor HALCULUS personified the idea and took on this unique role. Thusthis award is the recognition of our efforts and the significant impact created on the business.” said Abhra Banerjee, Executive Director – Sales and Marketing, North East, Dalmia Cement Bharat Limited.