Murugappa Group launches new Corporate Brand campaign


Chennai, 17 February 2016 : Murugappa Group today launched a new tri-lingual brand campaign continuing their successful format of eight different films featuring major brands of the Group. The ads have been created in Hindi, Tamil and Telugu to leverage the increasing preference for the rich idiom of the local languages.

The campaign theme is ‘Together, let’s prosper’ and in Hindi ‘Jud Kar Badhein’, rooted in the prevailing mood of progress. The campaign objective is to move brand initiatives to the next level, i.e. to progress from ‘recognition’ to a ‘connect’.

The films depict slice-of-life narrations of Indians and their aspirations: an educated farmer in Amalapuram, a taxi driver buying his first new car, a first-generation entrepreneur in Coonoor, soon-to-be-parents buying their first house in Ahmedabad and other similar people-scenarios. Murugappa Group and their products/services feature as an integral part of these stories in helping them realise their dreams.

Timed to leverage the increased media buzz around the Union Budget, the campaign will run for 5 to 7 weeks on major TV channels. The TV campaign would be supported with promotions on digital media, radio and movie theatres in select cities over a longer period.

Links for the advertisements

Hindi version of the ads –

Tamil version of the ads –

Telugu version of the ads –


Client Murugappa Group
Team Vijayalakshmi D (Senior AVP, Group Corporate Communications), Mathangi V, Prasad RV
Agency Ogilvy & Mather Advertising, Bangalore
Team Supervision: Tithi Ghosh (Senior Vice President and Head of Advertising, South)
Executive Creative Director: Steven Hough
Associate Creative Directors: Deepesh Rajani and Sumedh Rasal
Production House Elements, Mumbai
Team Director: Vivek Daschaudhry
Music Director: Hanif Sheikh
Producer: Sandeep Patil & Sandeep Singh Bedi


Since 2010, after the revamp of the Murugappa Brand Identity, the Group has run an annual TV media campaign supported with print, and other media. The previous campaign titled ‘Bet We’ve Met’ campaign had a successful 3 year run resulting in significant growth in brand recognition.

About Murugappa Group

Founded in 1900, the INR 269 Billion Murugappa Group is one of India’s leading business conglomerates. The Group has 28 businesses including nine listed Companies traded in NSE & BSE. Headquartered in Chennai, the major Companies of the Group include Carborundum Universal Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd., Coromandel International Ltd., Coromandel Engineering Company Ltd., E.I.D. Parry (India) Ltd., Parry Agro Industries Ltd., Parry Sugar industries Ltd, Shanthi Gears Ltd., Tube Investments of India Ltd., and Wendt (India) Ltd.

Market leaders in served segments including Abrasives, Auto Components, Transmission systems, Cycles, Sugar, Farm Inputs, Fertilisers, Plantations, Bio-products and Nutraceuticals, the Group has forged strong alliances with leading international companies such as Groupe Chimique Tunisien, Foskor, Mitsui Sumitomo, Morgan Advanced Materials, Sociedad Química y Minera de Chile (SQM), Yanmar & Co. and Compagnie Des Phosphat De Gafsa (CPG). The Group has a wide geographical presence all over India and spanning 6 continents.

Renowned brands like BSA, Hercules, Montra, Ballmaster, Ajax, Parry’s, Chola, Gromor, Shanthi Gears and Paramfos are from the Murugappa stable. The Group fosters an environment of professionalism and has a workforce of over 32,000 employees.