Economy & Market

Binani Cement’s campaign reaches 1,200 touch-points

Published

13 years ago

January 1, 2013

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Cement major Binani Cement’s campaign was executed in 400 plus towns, across a wide array of 1,200 plus large format touch-points such as billboards, gantries, wall wraps, mall facades and unipoles.

Binani Cement has expanded its television campaign to outdoors. The two-month long outdoor campaign was rolled out by Milestone Brandcom. The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people’s lives and be part of the festive cheer.

The brand ambassador for Binani Cement is Amitabh Bachchan; to further aggrandise his personality, only high impact media touch-points were taken up.

Extended presence was built using bus shelters and kiosks across all major junctions and arterial routes. The campaign was also taken onto the airports of all major metros for greater reach. Commenting on the execution of the campaign, Bina Verma, Managing Director, Media Magix Braj Binani Group said that Milestone’s forte lies in its planning and innovations. The best part about Milestone is that it puts the brand before the budget.

There were a number of innovations executed for this campaign. Large 3D LED letters of ‘Binani Cement’ were installed over numerous billboards and bus shelters across the country. The campaign creative featured one of Binani’s manufacturing plants in India; the creative was enhanced with the help of LED lights installed behind media to light up the windows in the creative.

Concrete

WCA Welcomes SiloConnect as associate corporate member

Published

5 hours ago

April 13, 2026

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The World Cement Association (WCA) has announced SiloConnect as its newest associate corporate member, expanding its network of technology providers supporting digitalisation in the cement industry. SiloConnect offers smart sensor technology that provides real-time visibility of cement inventory levels at customer silos, enabling producers to monitor stock remotely and plan deliveries more efficiently. The solution helps companies move from reactive to proactive logistics, improving delivery planning, operational efficiency and safety by reducing manual inspections. The technology is already used by major cement producers such as Holcim, Cemex and Heidelberg Materials and is deployed across more than 30 countries worldwide.

Concrete

TotalEnergies and Holcim Launch Floating Solar Plant in Belgium

Published

5 hours ago

April 13, 2026

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TotalEnergies and Holcim have commissioned a floating solar power plant in Obourg, Belgium, built on a rehabilitated former chalk quarry that has been converted into a lake. The project has a generation capacity of 31 MW and produces around 30 GWh of renewable electricity annually, which will be used to power Holcim’s nearby industrial operations. The project is currently the largest floating solar installation in Europe dedicated entirely to industrial self-consumption. To ensure minimal impact on the surrounding landscape, more than 700 metres of horizontal directional drilling were used to connect the solar installation to the electrical substation. The project reflects ongoing collaboration between the two companies to support industrial decarbonisation through renewable energy solutions and innovative infrastructure development.

Concrete

Cortec® Corporation applauded for its strong safety performance

Published

5 hours ago

April 13, 2026

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Cortec® Corporation has been recognised for its strong safety performance, receiving its sixth Governor’s Workplace Safety Award for its outstanding performance in 2025. As a Silver Achievement recipient, the company continues to maintain safety metrics well above national industry averages, an impressive accomplishment for a chemical manufacturing organisation. This achievement reflects Cortec’s proactive approach to workplace safety, focused on early hazard detection and employee involvement. The company will be formally recognised at the Minnesota Safety and Health Conference in May, highlighting how industrial companies are effectively strengthening workplace safety standards.