L J Ravi 
Dalmia Cement elevates its commitment to home builders with a bold
new brand positioning as the Roof Column Foundation (RCF) Expert,
onboards superstar Ranveer Singh as the Brand Ambassador!
To extend its legacy of technical excellence to home builders -through its technical support team
Bangalore : Taking the onus of guiding and assisting customers
with right usage of cement in the most critical part of the house ie. Roof Column
Foundation, Dalmia Cement is making a tectonic shift in its brand focus with its new
campaign “RCF Strong toh Ghar Strong”. The new customer-centric messaging is
aimed at creating awareness amongst the home builders and contractors in choosing
the right cement, using it in the right way and following best construction practices to
build their dream homes.
The campaign that would consolidate Dalmia Cement as the ‘RCF Expert’ will feature
Superstar Ranveer Singh. It will be launched through a comprehensive multimedia
approach with Superstar Ranveer adding much efficacy to the brand’s message of
predominant technical knowledge, and peerless service, as amplified by the
slogan, “RCF Strong toh Ghar Strong”.
Commenting on the initiative, Shri Puneet Dalmia, MD & CEO, Dalmia Bharat
Limited, said, “During our illustrious journey over the last eight decades, Dalmia
Cement has stood shoulder to shoulder to build our nation from its roots, contributing to
create iconic national landmarks as well as happy homes for millions. As individuals, we
cherish our homes which hold a profound value and place in our lives. Thus,
constructing such a generational asset with the proper application of cement and
technical expertise not only ensures structural integrity, but also represents an
investment for life.”
“Our new brand campaign manifests not just an eminent legacy, but also a commitment
to consumer centricity – it conveys a core message that building a home with due care
means building it for generations to come,” he said.
Commenting on his collaboration Superstar Ranveer Singh shared, “I have always
admired Dalmia Cement for contributing to the construction sector for over 80 years. I
am happy to partner with the company & advocate for the vital importance of Roof
Column and Foundation in home construction. Together, we aim to educate individuals
to make informed choices, ensuring that every structure stands the test of time.”
Mr. Sameer Nagpal, COO, Dalmia Cement (Bharat) Ltd. shared, “We believe that the
brand must play a vital role in consumer’s lives so that they can make informed choices.
Dalmia Cement has over the years developed proprietary know-how of optimising
cement recipe that makes it most suitable for Roof Column and Foundation. These are
the most critical elements in the structure of the house and are responsible for its
strength and longevity. In addition to providing the right cement for RCF, we also have a
strong on-the-ground technical workforce which assists home builders and contractors
in using the cement in the right way. The RCF campaign brings to fore this value
proposition”.
