North-East grit shines in Star Cement’s winning ad play

VML announced the ‘Har ghar mein star’ (A star in every home) campaign for Star Cement, to underscore the company’s commitment to quality and resilience, while celebrating the unwavering spirit of the North-East region. Through this campaign, the global marketing transformation agency seeks to resonate with the people of the North-East, honouring their strength and pride, and further solidifying the company’s position as the leading cement brand in the region. 

The campaign features a thematic film starring local hero Riyan Parag, the first cricketer from the North-East to join the national Indian cricket team, serving as the brand ambassador. The film showcases the resilient spirit of the region, highlighting how the region continues to shine despite its challenging conditions, producing stars across various fields.

Directed by Gaurav Gupta and backed by a score by Subhajit Mukherjee, the film draws parallels between Riyan’s passion for cricket and the aspirations of budding cricketers in the North-East. The film is supported by a comprehensive 360-degree integrated marketing plan, including print, OOH, POS, digital, and activations.

Commenting on the campaign, Pradeep Purohit, chief operating officer, Star Cement Limited, said, "Riyan Parag is not just a talented cricketer but a symbol of hope and inspiration for the youth of our region. With 'Har ghar mein star,' we want every household to feel empowered and recognise that greatness can come from anywhere, especially our own backyard.”

He added that the campaign, conceptualised in collaboration with the company’s creative partner, VML, crafted a vibrant and engaging narrative to highlight Riyan’s story. Through this partnership, Star Cement aimed to encourage talents of North-East and promote a sense of community pride among its people.

Commenting on the film, Senthil Kumar, chief creative officer—India, VML, said, “Both Star Cement and the people of the North-East are born tough and demonstrate exemplary character in the face of adversity. The film brings alive the undying spirit of the North-East which is now reaching a crescendo thanks to role models like Riyan Parag who are making destiny history.”

Commenting on the film, Arjun Mukherjee, national creative director—India, VML, said, “Stars from the North-East are shining bright today in every field. There are thousands of inspiring stories waiting to be told. Riyan Parag represents the never-say-die spirit of the region, and we are proud to partner with Star Cement to create this rousing, new brand campaign.  When one rises above all odds, even the toughest of challenges cannot stop them.”

Campaign’s take: Star Cement’s, ‘Har ghar mein star’ campaign is like a well-played cricket innings—strategic, powerful, and subtly impactful. Featuring the rising star Riyan Parag, the ad draws a clever parallel between his dedication to staying fit for the Indian cricket team and the unbreakable resolve of North-East India's athletes and locals who chase their sporting dreams, come rain or high water—literally. 

The North-East is no stranger to adversity, from landslides to cyclones, yet it’s this very rugged environment that toughens its people. Parag’s daily grind to maintain top-notch fitness reflects this ethos. His unwavering commitment, despite being geographically isolated, mirrors the resolve of local sports talent who train amidst punishing terrain and extreme weather. Star Cement leans into this narrative, reminding viewers that just as these athletes stand tall through tough conditions, homes built with their cement can withstand anything nature throws at them. 

While the campaign is a salute to the grit of budding cricketers, weightlifters, and footballers emerging from the North-East, it’s also a subtle plug for Star Cement’s durability. Parag’s relentless fitness regime serves as a metaphor: just like him, Star Cement can take the hits. And while viewers watch Parag’s athletic feats with admiration, they’re subconsciously sold on the idea that Star Cement will stand firm, no matter the environmental “bouncers” thrown its way.

Overall, ‘Har ghar mein star’ hits all the right notes—celebrating local heroes while subtly embedding Star Cement’s message of strength and endurance. It’s an ad campaign that doesn’t just build houses; it builds a narrative of perseverance, one brick (or push-up) at a time.