Star Cement champions North-East spirit with boxer Lovelina Borgohain in VML India film

Star Cement, a home-grown brand from the North-East region of India, takes pride in not just building the infrastructure of North-East India but nurturing the aspirations of its people to become stars. As part of its ongoing ‘Har Ghar Mein Star (translated: “A Star In Every Home”) campaign which uses sports people from the region to bring alive the resolute spirit of the North-East, Star Cement has partnered with Olympic medallist and boxer Lovelina Borgohain in this latest film, created via VML India, that celebrates the inner strength spirit of the brand, and that of the region.

The hilly North-East region is tormented by various natural calamities and challenging weather conditions. But nothing can dampen the spirit of its people who fight and triumph over these adversities to make their dreams come true. Be it in daily life or sports.

To show how the people of North-East uses these adverse conditions to make themselves stronger and keep rising no matter what the odds, VML India drew a parallel between the people of this region trying to meet their goals despite various odds, and also the rarest of orchids which grow in this region braving the harshest of climate conditions to bloom and become beautiful flowers. It’s the first time that boxing as a beautiful sport drew parallel with the toughness of beautiful flowers.

Credits
Chief Creative Officer: Senthil Kumar
National Creative Director: Arjun Mukherjee
Senior Creative Director: Anurag Acharya
Director: Gaurav Gupta
DoP: Lakhan Rahore
Music + Sound Production: Subhajit Mukherjee
CGI: Resonance