Shree Cement partners with popkorn for brand communications

Shree Cement Limited, one of India’s leading cement producers, has partnered with popkorn, the creative digital agency under V360 Group, to strengthen its brand storytelling and build a more distinctive presence across the digital ecosystem.

With an overall installed cement capacity of 76.3 MTPA across India and the UAE, Shree Cement is among India’s top three cement producers and continues to expand its footprint and capabilities. The company’s growth trajectory, geographic expansion and increasing focus on premiumisation, sustainability, innovation and operational excellence present a significant opportunity to build a brand narrative that goes beyond the traditional codes of the cement category.

This opportunity sits at the heart of the partnership with popkorn. Popkorn will work as Shree Cement’s creative partner, bringing together strategic thinking, creative storytelling, content and digital brand building to shape how the brand participates in contemporary conversations.

The partnership will span creative strategy, communication territories, campaign ideation, content creation and platform-specific storytelling across social platforms, supported by quarterly communication roadmaps and always-on content planning.

Bharati Dadbhawala, Head - Corporate Communications, Shree Cement Limited, said, “Shree Cement has grown from a single plant in Beawar to becoming one of India’s leading cement producers, and that journey has always been driven by a willingness to think differently and continuously raise the bar. As the business enters its next phase of growth, there is a tremendous opportunity to tell that story in modern and more meaningful ways. Our partnership with popkorn is about bringing a sharper creative lens to our communication and finding new ways to connect our business, our people and our larger role in India’s growth story with diverse audiences.”

For popkorn, the opportunity is equally about the scale of the business and the creative headroom within the category.

Vishal Mehra, Chief Executive Officer, popkorn, said, “When you look at a business of Shree Cement’s scale, the opportunity is much bigger than making better social content. You have decades of stories, thousands of people, massive manufacturing capabilities, engineering, innovation, sustainability and, most importantly, a business that is constantly evolving. The creative opportunity is to take all of that and build a brand world that people want to engage with.”

The partnership reflects popkorn’s belief that the most interesting creative opportunities often sit inside the business itself. Rather than treating digital as a collection of platforms or content formats, the agency will work with Shree Cement to identify the stories, tensions, innovations and human truths within the business and turn them into distinctive brand communication.