The archive · Advertising · Marketing decision · 2025
Star Cement stars Olympic boxer Lovelina Borgohain to prove 'a star in every home'
In 'Har Ghar Mein Star', Star Cement films Olympic boxer Lovelina Borgohain to tie its slogan to the North-East's real home-grown stars.
Star Cement
What it had to solve
Star Cement is a home-grown brand of North-East India that wanted to connect emotionally with the region by saluting its never-say-die spirit, turning its wide presence into a mission to support rising stars.
How it works
Star Cement was born in North-East India, and its slogan 'Har Ghar Mein Star' — a star in every home — points to both its presence across the region and its mission to support rising stars. To connect emotionally with the people it serves, the brand turned to the sportspeople the region is proudest of.
The ongoing Har Ghar Mein Star campaign uses athletes from the North-East to make that ethos concrete. Its film with Olympic-medallist boxer Lovelina Borgohain celebrated the region's unwavering, never-say-die spirit — a spirit the cement brand claims as its own against the region's tough terrain.
Hogarth Studios handled production of the film, which saluted the brand's wide and enduring presence while putting a home-grown champion at its centre. The work is archived in D&AD's awards archive.
Why it lands
- An Olympic medallist from the region gave the 'star in every home' slogan a real face, instead of importing a celebrity who shares nothing with the audience.
- Cement is bought on trust, and emotion built around regional pride gives a commodity brand a connection that functional claims cannot.
- Making the film one chapter in an ongoing series around North-East sportspeople let the brand tell one consistent regional story rather than a one-off ad.
What it did
The film put a champion from the region at the centre of the brand's story and tied 'a star in every home' to real North-East talent; it is archived in D&AD's awards archive.
What you can take
A regional brand earns loyalty by celebrating the region's own people as stars — a local hero proves local pride better than any imported celebrity.
Since then
The film is archived in D&AD's awards archive, where the campaign stands as an example of a commodity brand building regional pride through the athletes its home region produced.
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