Cement branding has evolved blurring the limits of commoditised selling. From product centric to customer centric, from dry commercials to humorous TVCs, from stagnant frames to animated 3D frames; and from general concepts to niche concepts like ´build sustainable´ to ´build beautiful´, branding has come a long way, to an extent story telling.

A consumer consumes a brand and values have to be built around it. It´s is a long and continuous process. Look at mobile network. A network is a network, however, sale experience with every network is different; service offered is different. So you need to build a story around a brand. Wonder Cement being a younger player is creating ´wonder´ as a powerful brand.