Company branding goes beyond just a logo; it encompasses the values, personality, and promise that a business conveys to its customers.
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Products
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Objective to Result
JKLakshmi Cement partnered with Aagneya to reframe its market perception from a legacy, older-generation brand to one that resonates with younger, forward-looking decision-makers in the Indian IHB segment.
Scope: Brand film strategy, creative ideation, scripting, visual storytelling, and end-to-end film execution.
Objective: To build relevance and emotional connection with the younger generation while reinforcing the brand’s core promise of strength and reliability.
Background & Challenge: Despite strong brand equity, JK Lakshmi Cement was perceived as traditional and distant by younger consumers. The challenge was to modernise the brand narrative without diluting trust.
Our Approach: We used contemporary cultural cues, diverse character representation, human insights and a powerful product truth along with on-ground sales symbolism integration, to challenge stereotypes and humanise strength.
The Aagneya Solution
Aagneya created a strategically layered brand film that blended cultural insight with product truth, culturally relevant, that repositioned JK Lakshmi Cement as a progressive, future-ready brand while preserving its legacy of trust and strength.
Redefining strength for a new generation.
- Youth-centric storytelling using contemporary rap music and modern visual language to emotionally connect with younger engineers, home builders, and decision-makers.
- Inclusive character representation of a young professional, female home owner, an experienced elder, and a dynamic dealer, to challenge age and gender stereotypes.
- Strategic use of the product/PRO+ Cement cube-strength demonstration as a powerful visual metaphor for enduring strength, belief, and ambition.
- A sales-enabling narrative that seamlessly aligned brand communication with on-ground selling practice, reinforcing credibility in large construction/ IHB projects.