Sturdiness, toughness, and weatherproof, these characterise the curiously named cement brand CSK and CSK Skipper M S Dhoni. India Cements has begun a new era by using its
successful cricket club, the four-time IPL champion Chennai Super Kings, and brand CSK to advertise its new products.
The top cement producer has its traditional brands Sankar, Coromandel, and Raasi, but when it launched two new cement products, Conkrete Super King (for concrete application) and Halo Super King, it decided to tap into the CSK brand, which has a national recall (for manufacturing hollow blocks).