Sachin Tendulkar in JBS

The Master Blaster, Sachin Tendulkar visited the Jaiprakash Sabhagar at the JBS on April 14, 2009 to endorse the Jaypee cement and unveil the new advertising campaign of:

JAYPEE CEMENT – “Andar Se Solid”* New campaign looks to redefine the concept of solidity and trust with an emotional connect that the Jaypee Group has come to be known for* “Andar se Solid” as the tagline to consolidate the brand’s core values of Trust, Resilience & Stability and the brand’s core promise of superior strength, durability and withstanding the test of time* Campaign would reinforce and further build on the brand’s virtues of strength, endurance and fortitude – values that shall propel Jaypee Cement to a capacity of 25 million tonnes by 2010 and then 35 million tonnes per annum by 2011* Jaypee Cement is India’s 3rd largest cement player and To communicate the company’s leadership stature and premium positioning, an aggressive multimedia campaign has been drawn upJaypee Cement – India’s leading cement brand, today launched its new brand campaign and announced its association with the Master Blaster, Sachin Tendulkar. The new campaign looks to redefine the concept of solidity and trust with an emotional connect that has come to be associated with all Jaypee Group campaigns.Welcoming Sachin to the Jaypee family, Mr. Manoj Gaur, Executive Chairman, Jaypee Group, said, “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 Tendulkar & Jaypee Cement.The new campaign showcases the brand’s core values of stability and resilience as well as the promise of endurance and unyielding performance. The essence of the campaign lies in the analogy between Sachin and Jaypee Cement – deriving their iconic stature unblemished reputation from their inner strength, grit and indomitable spirit. The campaign 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 “I firmly believe that trust and stability are essential for building a solid and enduring partnership. I am truly delighted to begin a long innings with another like-minded and gritty player, Jaypee Cement!”Jaypee Cement with commissioned capacity of over 13.5 million tonnes per annum (MTPA) is a brand leader in its current marketing zone, consisting of Central and parts of Northern India. The Company has undertaken a bold expansion plan to achieve a 35 MTPA capacity by 2011 – one of the fastest organic expansions worldwide in the cement industry. Jaypee Cement is poised to achieve a pan – India presence and cement the dreams & aspirations of a billion Indians, quite like the Master Blaster himself.More than 3000 students, guests and senior professional from the Jaypee group graced the occasion.