India's leading cement brand, Jaypee Cement on Tuesday (14th April) launched its new brand campaign. The cement company also announced its association with cricketing legend, Sachin Tendulkar. Jaypee's new campaign looks to redefine the concept of solidity and trust with an emotional connect that has come to be associated with all campaigns of the group.

 

While welcoming Sachin to the Jaypee family, Mr. Manoj Gaur, Executive Chairman, Jaypee Group, said that, Sachin and Jaypee Cement, are a perfect fit as they stand for similar values of inner strength, endurance and everlasting performance. These values have spurred both to set new benchmarks and made good the dreams and aspirations of all those who believe in Sachin & Jaypee Cement, he added.

 

The essence of the campaign lies in the analogy between Sachin and Jaypee Cement and captures Sachin in a manner like never before, as one who has withstood the tests of time and challenges. Speaking on the occasion, Sachin Tendulkar said that, he firmly believes that trust and stability are essential for building a solid and enduring partnership. He was truly delighted to begin a long innings with another like-minded and gritty player, Jaypee Cement, he added.