cropped-short_post_logo.png
For Authentic Gossip
Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

India Cements Leverages Cricket Brand CSK, Launches New Product Line

It did poorly in the last edition of the IPL (Indian Premier League). That has not in any way brought down its brand equity, however. Proof of the pudding is in eating it is said. If at all any proof is required, here is the latest. For the first time perhaps in the annals of the IPL team Chennai Super Kings (CSK), its original franchisee owner, The India Cements Ltd (ICL), chose to leverage the CSK brand name and launched a new product sometime in the middle of March this year.  India Cements launched on March 16, 2022, Conkrete Super King (CSK), a new brand of cement, across the country. Touted as a one-stop concrete solution – from foundation to roof, the launch of Conkrete Super Kings was followed by some aggressive digital campaigns, digital advertisements, hoardings, jingles et al. Well, the CSK brand of cement has sold one lakh tonnes since March when it was launched. The CSK brand launch has, coincidentally, seen India Cements beefing up its marketing apparatus. The N Srinivasan-led cement major has strengthened its marketing and sales force by recruiting a number of foot soldiers to give brand CSK a big push in the marketplace.  A new-found focus is certainly on to give CSK cement an all-India visibility. Well, the numbers appear to be encouraging for the ICL mandarins.