Shree cement, an Indian cement manufacturer is one of the biggest cement makers in northern India today. Having being setup in the year 1979 in Beawar in the Ajmer district of Rajasthan, the brand feels and boasts of art and culture having always been an indispensable part of its ethos. As a result, apart from a high-voltage ATL marketing campaign Shree cement is also known to invest into various experiential initiatives and endeavors.
After recently associating and presenting ‘The Sacred Festival’ in Pushkar, Arvind Khicha, Sr. Vice President Commercial, Shree Cement discusses with Everything Experiential the future plans of the brand to create more events and intellectual properties.
"We are one of the most active organization in terms of CSR and experiential initiatives. As a result we constantly are involved into creating something new and interesting for people to cherish. Associating with 'The Sacred Festival' in Pushkar was an obvious choice for us as we wanted to lend support to this beautiful initiative by the government of Rajasthan to promote the art, culture and tourism of this majestic state,"- says Khicha when asked about the reasons behind associating with the Sacred Festival.
Shree Cements has reportedly invested 1.25 crores into the creation of The Sacred Festival.
'Kalam' is another experiential initiative by the cement brand which focuses on creating a dialogue series between eminent authors, intellectuals and writers through city editions across Pan India. Additionally, Shree cement also organizes Shree Music Festival, which is the biggest annual musical property in Beawer and thrives on promoting local art, culture and employment through it.
Talking about it Kicha says, "We are always on the lookout for initiatives to support and associate with it. With the Shree Music Festival we wanted to create something that people of the state could enjoy and be proud of and through Kalam our intention has been to create a platform for the eminent people in our society to deliberate and discuss about the issues that concern them."
Apart from major event properties Shree spends also sponsors local literature initiatives, fairs, hatts and cultural programs.
When asked if the brand is looking forward to create more of such intellectual properties, he responds, "We are always open to associate and lend support to different concepts and initiatives. We are neither limited by a budget or a compulsion to do something. We are flexible in our approach and anyone with an interesting idea to promote art and culture of state and country is more than welcomed."
An official spokesperson in Shree Cement stated that the brand spends around 4-5 crores every year on experiential initiatives and events properties.
