Star Cement has rolled out the third leg of its ‘Har Ghar Mein Star’ (star in every house) campaign, featuring professional boxer, Lovlina Borgohain, to celebrate the unwavering spirit of the northeast.

Conceptualised by VML, the campaign consists of an ad film. It draws a striking parallel between the resilient orchids of the northeast and its people. The film opens with a narration introducing a unique flower that blooms in the region, setting the stage for a story of strength and perseverance. It then transitions to Borgohain in the boxing ring, training with unwavering determination. Just as orchids thrive despite challenging weather conditions, the film highlights how nothing can hold back Borgohain’s talent from blossoming to its full potential.

What we think about it: Beautifully mirrors Lovlina Borgohain’s grit with the region’s resilient orchids. Star Cement’s campaign strikes an emotional chord, celebrating strength that flourishes against all odds.

Arjun Mukherjee, NCD India, VML, said, “Both Star Cement and Lovlina are shaped by the harshness of the Northeast. Neither backs down, standing their ground no matter what Nature or life throws at them. The film brings alive that immortal quote from one Rocky Balboa, that it’s not how hard you can hit but how hard you can get hit and keep moving forward.”

Vijay Jacob, managing partner, VML, added, “Northeast is home to stars from various walks of life who are making it big on the national and international stage. We are proud to partner with Star Cement on this latest film in the series, which, like the ones before it, celebrates the Northeast while establishing the brand as the undisputed leader in that region.”

CREDITS:

Client: Star Cement

Agency: VML India

Director: Gaurav Gupta

Scoring: Subhajit Mukherjee

Production house: Hogarth