KOLKATA: JSW Cement, part of the $14 billion JSW Group, has roped in Sourav Ganguly, former Indian cricket captain and current president of the Board of Control for Cricket in India, and Sunil Chhetri, captain of India’s national football team and Indian Super League outfit Bengaluru FC, as its brand ambassadors.
It bears noting that Bengaluru FC is owned and operated by the JSW Group.
JSW Cement is rolling out its new marketing campaign “Leaders Choice”, featuring the two sports icons, on June 20 in West Bengal, Bihar and Odisha.
This is the first marketing campaign by JSW Group featuring top Indian sports celebrities.
The campaign is based on the philosophy of building a solid foundation for a better tomorrow. The television commercial featuring Ganguly and Chhetri, play on the narrative that JSW Cement is the preferred choice for discerning consumers seeking eco-friendly and high-quality cement to build their homes. The TVC concludes with both sports icons jointly echoing, “jab ummeed milaye himmat se haath, har sapne ko mile majbooti ka saath”.
Parth Jindal, managing director of JSW Cement, said: “Our campaign resonates with the life choices of the modern Indian who builds his own house, leads by example and thus is a ‘Leader’ in his own right. I am pleased to welcome two of India’s greatest sport leaders – Sourav dada and Sunil Chhetri to the JSW Cement family. Both of them are ‘Leaders’ who have led India to success on international platforms. Sourav and Sunil’s life journey resonates with the brand journey & achievements of JSW Cement which today, ranks amongst the top 10 cement companies in the country.”
“The company is known for its brand legacy, product quality and most importantly its commitment towards growing sustainably by focusing on its green portfolio. I am looking forward to a long and thrilling association with JSW Cement brand,” Ganguly added.
“As an athlete I believe in striving for excellence and at the same time contributing towards the well-being and development of the society. I see the same values reflecting in the way JSW Cement operates and does business. I am happy to be associated with the company,” Chhetri said.
