MUMBAI: Building material company, HIL Ltd, has launched its first-ever television commercial.

This campaign introduces the new positioning for HIL, ‘Together, we Build’ which highlights the presence of the company in various building materials with its brands Birla Aerocon and Charminar with products for roofing, pipes and fittings, smartputty, panel and blocks.

The TVC features Chennai Super Kings (CSK) marquee player MS Dhoni, with Ravindra Jadeja and Murli Vijay and aims to strengthen HIL’s commitment towards building a dream nation with innovative products. The TVC has a very catchy jingle which was especially conceptualised by the leading musician Swanand Kirkire and is sung by Raghuveer Yaday.

Conceptualised by Ogilvy & Mather, the TVC opens with Dhoni, hitting a six in his signature style that travels across the length and breadth of the country showcasing the diverse products offered by the company for all building requirements of modern construction including high-rises, residential apartments, malls, cafes, huts, animal shelters, and many other industrial applications. Backed by a great background score, lyrics and vocals, the TVC aims to capture the incredible and colourful spirit of India.

HIL limited MD and CEO Dhirup Roy Choudhary says, “Over the last seven decades, HIL's brands have been a partner in the development of India. Our new campaign resonates well with our strategy to build a stronger India by modernising and streamlining our products and solutions to address the changing consumer needs. We are confident that the new campaign will bring in a new wave of awareness for HIL and provide a fresh take to evolve the market.”

“HIL and its brands have been a household name in the country over decades. It’s an honour for us to partner the team in harnessing the consolidated power of HIL and its portfolio to help build a new India,” adds Ogilvy South president N Ramamoorthi.