The campaign, conceptualised by Birla Gold creative agency BBH India, captures the similarities between Patna Pirates team and the BK Birla Group cement brand. The team and its lead sponsor Birla Gold share strength, perseverance and consistency as inherent common traits.
The film features Patna Pirates captain Pardeep Narwal along with teams star players Deepak Narwal, Jaideep, Manish and Vijay Malik.
Birla Gold is the sponsor of Patna Pirates, the recurring champions for three years now. Their sheer strength is what helps them clinch gold each time. Strength, perseverance and consistency are also the core values of Birla Gold.
Jayant Dua, Chief Executive Officer, Birla Gold Cement said, “This is our second year as team sponsor of Patna Pirates. Hence the brief was to consolidate the association as a seamless combination of leadership and strength. This film has managed to not only accomplish the brief but also made the brand and this association shine.”
Jonathan George, Creative Director, BBH India, added, “Birla Gold strives towards making a product that sets the benchmark in the cement industry. Their association with Patna Pirates gave us the perfect opportunity to draw a parallel between the brand and a team that has consistently set the benchmark in the Pro Kabaddi League.”
The campaign was designed with the purpose of capturing this robust relationship. And thus was born a chant that resonates loud and clear — ‘Built from Gold’. It’s a bold message that encapsulates the similarities between the team and the brand.