Lafarge India, the Indian arm of the €16.2 billion French cement major Lafarge is betting big on Durga puja to promote and push its brands in eastern India. With a dash of social responsibility, the company has weaved its new campaign around the festival.

“Branding during Durga Puja is done by many companies and we also have been doing so. However, earlier it wasn’t very structured. Such branding exercises ‘spoke’ to the masses and provided them information. This year, we are attempting to structure our approach aligning it closely with corporate and brand values. We want to “connect” with the people than merely “talk” with them,” Madhumita Basu, senior VP - marketing, Lafarge India said.

The company has instituted the Lafarge Duraguard Ontorer Suraksha Samman to award the organisers of the Durga Puja pandal with the best safety precautions. The award is in line with the brand positioning of Lafarge Duraguard, which guarantees customers strong homes from within.

The company will soon start radio and outdoor campaigns to drive home the importance of inner strength, said Basu. The campaign is being designed and executed by Mileage ad agency.

Incidentally, Lafarge enjoys the leading market share in Bengal with its three brands — Lafarge Duraguard, Lafarge Concrete and Lafarge Cement.

Asked how such activity would help the company in brand and sales promotion, Basu said, “One of the important aspects of the festival is the huge mobilisation of people that happens on the streets, at the various pandals and almost everywhere.

People also travel to the city from outside. Safety of all revelers then is of utmost importance. Safety being our corporate core value, we wanted to honour and acknowledge all those who tirelessly work, mostly behind scenes, to ensure we have a safe and fun-filled festival.

Many of them forego their own celebration with near and dear ones. Hence as a company, with strong belief in health and safety, we wanted to uphold best practices and generate greater awareness about safety and security.”