Case study · 2021 · Bashundhara Group

BIR Cement launch campaign

A third cement brand from the same group had to be distinct from the house's existing lines and from every competitor on the dealer wall. The launch, on "Pride of the Nation," drove nationwide dealer and distributor demand in a slow market.

Situation

Bashundhara already had cement brands. A third name that looked like the first two would have been a filing exercise. The brief was differentiation inside the family and against the category.

Role

Azizul Hoque Shiplu led name, identity direction, packaging logic and the 360° push — television, print, digital and on-ground — so the dealer could point to a pack that matched the film.

Approach

Under "Pride of the Nation," name, logo and packaging were designed to read as cement without borrowing the sibling brands' marks. TVC, print, digital content and on-ground branding launched together.

Result

Despite a slow market, the launch drove strong nationwide dealer and distributor demand. The creative was accepted by audiences and by the trade that had to sell it.

What this teaches a similar brief

A second or third brand from the same house still needs a name and a pack that can hold a television commercial. Brief the sibling brands' claims so the new one does not collide. See Bashundhara Cement — Padma Bridge.

Related: Portfolio · All case studies · Contact.

Share dates, cities and the outcome on WhatsApp +880 1810-152555 or the contact form.