Star Cement has rolled out a campaign featuring its brand ambassador and weightlifter, Mirabai Chanu. The campaign, 'Har Ghar Mein Star' (there's a star in every home), seeks to cement the brand's presence in Northeast India by underscoring its role in the lives and homes of people of the region.

The film has been conceptualised by McCann and is narrated by Chanu, wherein she highlights how she herself a native of the region understands the enduring spirit of  the people of Northeast. Juxtaposed with visuals of a young weightlifter - presumably another young Chanu in the making - srtiving hard at her sport, the film showcases the resolve of the people to overcome diverse obstacles and challenges in the face of insurmountable and, sometimes, earth-shaking odds.

The film draws attention to how the region, being prone to natural disasters like earthquakes, needs to have a strong and resilient foundation in its structures and houses, which in turn, also contributes to the mental resilience of the people there. 

What we think about it: While its always inspiring to watch athletes train to win against all odds - especially when it is narrated by an Olympian herself - the product fit of a cement brand that has been 'birthed by the unwavering spirit of the Northeast' seems a tad stretched and forced. 

CREDITS:Client: Star Cement
Agency: McCann, Mumbai 
Creative head, West: Souvik Datta
Executive creative directors: OR Radhakrishnan
Creative directors: Manish Patel, Tarun Kumar
Creative team: Siddhi Kapse,Suvankar Bagchi, Shruti Mathur 
Account management: Kunal Solanki, Pooja Sawant
Films: Sameer Relia
Production House: Cutawayy Films
Director: Monica G Gambhir
Executive producers: Gaurrav Dhar  

Cinematographer: Arnold Fernandes  
Producer: Anshul Jain
Costume stylists: Mansi Monga, Nidhhi and Divvya Gambhir
Production designer: Sandeep Ravade
Music director: Subhajit Mukherjee