Chennai Ramco Cements HardWorker Secures Twin Gold Honours At ET Brand Equity Shark Awards 2025
Chennai-based Ramco Cements’ construction chemicals brand HardWorker has secured twin Gold honours at the ET Brand Equity Shark Awards 2025 South Chapter, marking a significant moment for how building materials are marketed in India. The recognition, awarded for a television-led EcoPlaster campaign and a humour-driven digital initiative, reflects a broader shift in construction branding towards grounded storytelling that speaks directly to on-site realities and evolving urban priorities.
The awards acknowledge campaigns that moved away from glossy real estate imagery and instead centred on the everyday experiences of masons, contractors and site supervisors. Industry observers say this approach resonated because it reflected the pressures of modern construction — tight timelines, rising material costs and increasing expectations around quality and sustainability. By embedding these challenges into its messaging, the brand positioned its products as practical solutions rather than abstract technical offerings.Marketing professionals familiar with the campaigns noted that the EcoPlaster film subtly highlighted efficiency, reduced material wastage and ease of application, qualities that align with the construction sector’s gradual move towards resource-conscious practices. While sustainability was not overtly promoted, the narrative echoed the priorities of cities seeking to limit construction waste and improve build quality amid rapid urban expansion. “It showed that performance and environmental responsibility can coexist without heavy-handed messaging,” said an industry expert.
The humour-based digital campaign, which drew on meme culture and situational comedy, reflected another notable shift. Construction marketing has traditionally been conservative, but the growing presence of younger engineers, contractors and site managers on digital platforms is changing audience expectations. Analysts say campaigns that acknowledge this demographic transition are more likely to build long-term brand recall in a sector that is becoming increasingly competitive.From an urban development lens, such recognition highlights how building material companies are repositioning themselves within the wider city-making ecosystem. As Indian cities grapple with housing demand, infrastructure expansion and climate resilience, materials that offer efficiency, durability and reduced rework carry economic and environmental significance. Communication that humanises construction work also contributes to a more inclusive narrative around urban growth, recognising labour as central to sustainable city-building.
The twin Gold wins come at a time when the cement and construction chemicals industry faces heightened scrutiny over emissions, compliance and profitability. Branding that connects product utility with social context and on-ground realities is emerging as a strategic differentiator. For Chennai’s construction ecosystem, the recognition underscores how locally rooted campaigns can achieve regional prominence while aligning with the evolving expectations of sustainable, efficient and people-centric urban development.
