Mumbai: Orient Cement, one of India’s leading cement manufacturers and home to brands Birla.A1 Premium Cement & Birla.A1 StrongCrete, has featured in the 4th edition of The Economic Times Iconic Brands 2021.

Talking about the recognition, Mr. Deepak Khetrapal, MD & CEO, Orient Cement expressed, “We are delighted that the quality of our products along with our superior customer service has been recognised. This is also an affirmation of our transparent and fair business practices, and the extensive work towards brand experience. Our unwavering commitment to the vision of ‘Build Sustainably to be a Valued Partner in Progress’ has always helped us stand in good stead. We constantly strive to add meaning and value to our customers’ lives and for this, we are constantly in touch with them, and try to understand and appreciate their concerns. We are also cognisant of our customers’ evolving needs and this has helped us keep the brand relevant among the audiences.”

Mr. Manish Dua, President – Sales & Marketing at Orient Cement, also spoke about the recognition and said, “Glad our customer-centric approach has been recognised. Brands stand out only when they truly connect with their consumers, and the connection is made possible only when the proposition resonates with its target audience. Over the years, our products have built a legacy of trust, helping us emerge as one of the fastest growing cement manufacturers in the markets in which we operate.”

All throughout last year, as the Covid-19 pandemic curbed movement of people and goods, Orient Cement quickly re-aligned their brand strategy. This was done in order to  meet rapidly changing consumer behaviour that was seeing a drastic shift towards digital media. Through their campaigns, the company not only raised awareness about precautionary measures but also tried to create a positive sentiment with campaigns such as ‘Stronger Tomorrow’, ‘We Care’, and ‘Pehli Baar’. They also worked hard to keep their customers engaged through several digital contests. Newer ways were also devised to engage the company’s stakeholders without breaching social distancing norms. And much after the world adjusted to the new normal and lockdown restrictions had eased, Orient began the process of amplifying the brand’s salience through out-of-home advertising, radio & TV campaigns.