Cover Story May 01, 2014 Like any other investment, marketing and branding must also give good returns. Dalmia Cement (Bharat) bagged two awards at the Global Brand Excellence Awards 2013, an event organised by the World Brand Congress in Mumbai. The company was felicitated with the ´Effective use of Marketing Communication Award´ for higher alite low celite (HALC) campaign in the North East and also the ´Emerging Brand-North East´ award. ICR interacted with BK Singh to know what lies behind their award-winning performance. Excerpts.