Lafarge Launches TV Campaign to Promote Ready-Mix Concrete

Mumbai, India, March 10, 2010 --( Lafarge Concrete entered India in 2008. This was followed by the Company’s acquisition of L&T Concrete in May 2008. With over 75 plants across 35 cities, Lafarge has emerged in a very short time as the Market leader in Ready-Mix Concrete category in India.

Ready-Mix Concrete comes with a host of benefits that includes unequalled durability, uniquely mechanical and fire resistant and high acoustic insulation qualities. Lafarge has been working with some of the leading builders, developers and contractors in the country who have been fast adopting Ready-Mix Concrete as the material of choice for their commercial, industrial and residential projects.

However, Ready Mix concrete is still at a very nascent stage in India (with a low penetration level of just 4% as against 50% in other Asian markets), Being a material of the future – Ready Mix Concrete has the potential for revolutionising construction practices in India. Lafarge has been consistently delivering quality and innovation to the customers’ jobsites, reinventing the role of concrete in the construction techniques in India.

In an effort to promote the Ready Mix category in the Indian market, Lafarge Concrete has launched a TV commercial ‘Zamana Badal Raha Hai’ One of the biggest campaigns in the Ready Mix industry, the commercial is being aired extensively in leading national and regional channels. Built on the concept- “times are changing” – the TV commercial is targeted at individuals home builders as well as small and medium sized contractors and builders and positions Lafarge Concrete as the new age construction material.

“Ready mix as a category itself is still new to many people. We would like to familiarize people with the numerous benefits that this material brings. This advertisement helps us spread awareness on the advantages of ready mix concrete and how when everything is changing for the better, it’s time to switch to the modern way of construction, using Lafarge Concrete.” says Cristobal Lopez, VP, Marketing, Lafarge Concrete.

Being the world leader in building materials, Lafarge has been able to combine international quality with local expertise. Lafarge Concrete promises faster construction and lower pollution with its range of Value Added Innovative Concrete Products that are suited for specific applications and reinvent the role of concrete in the construction techniques in the Indian Market.

Lafarge India Pvt Ltd
Zarin Darashaw
+91 22 66306511