Cement manufacturer The India Cements Ltd. has roped in Chennai Super Kings Captain M.S. Dhoni to endorse its two new brands — Conkrete Super King and Halo Super King. It is for the first time that the brand introduction saw the integration of Indian Premier League (IPL) brand CSK with a cement brand.
Conkrete Super King is a cement that resonates with the features that are highly inspired by Mr. Dhoni’s phenomenal strength, speed and on field demeanor, the officials said. ICL vice-chairman and managing director N. Srinivasan said it was a better name to associate with CSK, which was the champion.
Halo Super King cement is exclusively designed for pre-cast hollow blocks, enabling quick setting, enhanced structural strength and stability. Conkrete Super King is a novel product catering for all needs from autoclaved aerated concrete to hollow blocks. It offers a one stop solution to all concrete needs from foundation to roof.
“The new brand of products are application related and made with different processes,” said D. Muruganandam, president (operations), ICL.
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