MUMBAI: Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

The film conceptualized and executed by BBH India features key players - Pardeep Narwal (Captain), Deepak Narwal, Jaideep, Manish, Vijay Malik.

A name that's synonymous with Gold quality in the category, Birla Gold imbibes strength, perseverance and consistency as its core values. There's no coincidence that they've been proud team sponsors of the Patna Pirates, a team that reigns supreme in the Pro Kabaddi League. They've been recurring champions for three years now and their sheer strength is what helps them clinch Gold each time. The campaign was designed with the purpose of capturing this robust relationship. And thus, was born a chant that resonates loud and clear - ‘Built From Gold’. It's a bold message that encapsulates the similarities between the team and the brand. They both live up to a golden standard and outperform everyone with impeccable quality.

Birla Gold Cement chief executive Officer Jayant Dua says, “This is our second year as Team Sponsor of Patna Pirates. Hence the brief was to consolidate the association as a seamless combination of leadership and strength. This film has managed to not only accomplish the brief but also made the brand and this association shine."

BBH India creative director Jonathan George adds, "Birla Gold strives towards making a product that sets the benchmark in the cement industry. Their association with Patna Pirates gave us the perfect opportunity to draw a parallel between the brand and a team that has consistently set the benchmark in the Pro Kabaddi League.”