Binani Cement has released a new commercial titled 'Parental Love', which talks about the values and beliefs that our parents hand down to us.
Created by Ogilvy & Mather, Mumbai, the TVC, inspired by Piyush Pandey and written by Anurag Agnihotri, Group Creative Director at O & M, stars actor Amitabh Bachchan.
In the commercial, Bachchan talks about how parents never leave us and what they mean to us. While he does this, he goes over pictures, trinkets and even gestures that speak of his parents. Bachchan concludes by saying that parents, through us and our children, will live for generations to come. Parental love and cement are connected together by endurance.
Kalpana Binani, Braj Binani Group, said "In a category where clichd promises like strength, quality and durability have been touted for decades, we believe our brand was ready to be taken to the next level."
Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather, said "A film for Binani Cement which has a lot more to do than cement. It is about enduring values that matter to all of us and will matter to us forever. It also gives the strong brand promise of 'Sadiyon Ke liye' a terrific emotional dimension."
Shoojit Sircar, Director, Rising Sun Films, said "I don't think there is a stronger ambassador than Mr. Bachchan to give out a message like this. This poetry, in Mr. Bachchan's voice, is pure magic!"
Piyush Pandey - Executive Chairman & Creative Director, South Asia
Anurag Agnihotri - Group Creative Director
Ashish Naik - Senior Creative Director
Saurabh Kulkarni, Associate Creative Director
Nasar Husami, Creative Controller
B Ramanathan, Senior Vice President
Shivali Nair, Client Services Director
Bhumika Jadhav, Group Account Manager
Puneet Dewli, Account Executive
Porus Khareghat, Head of Films
Updated Date: Dec 21, 2014 04:25:08 IST