FLAME Awards 2018 and EEMAX GLOBAL Awards 2018 have awarded Wonder Cement Saath: 7 Cricket Mahotsav 2017 in categories of Best Trade Engagement of the Year, Best Consumer Activation (Overall), Best Roadshow Activation and Best Execution of a Sports Event. Wonder Cement wanted to take the brand into the homes and hearts of its target audience spread across Rajasthan and parts of Gujarat and Madhya Pradesh. The effect of the campaign was aimed at making Wonder Cement a household brand in these parts of India.
Mr. Tarun Chauhan, Management Advisor at Wonder Cement said, “The purpose was to make this brand integrate our brand into the social fabric of the markets we operate in. We have 2-3 options on how to do it. And then we realized that cricket being such a big sport in India, so critical to people’s lives, how we marry our brand idea to what people love to do.”
Midas used India’s favorite sport of Cricket at the center of this campaign to ensure audience empathy and ready participation. And changed the format of the game, shortened it and made it more action-packed to appeal to rural millennials.
Speaking to Deepak Pawar, Managing Director of Midas Next Media said, “We are extremely excited for Brand Wonder Cement. It’s a win for us as an agency as well, our team worked tirelessly not only through the campaign period but through its planning phase that stretched over 7 months. The unwavering support of the brand stakeholders beginning with Mr. Tarun Chauhan and the Directors of the company, right down to every dealer at each of the tehsils we ran this campaign in has been entirely delightful and truly humbling. We thank the RMAI and its Jury Members for recognizing this effort across the board and awarding us this Gold. Above all, this is solely a win for the brand-trade relationship and Team Midas is happy to have facilitated this.”