Ahmedabad: Nuvoco Vistas Corp. Ltd., the fifth-largest cement group in India by capacity, wrapped up its signature cultural initiative, “Nuvoco Duraguard Sauthi Khaas Garba,” with a magnificent felicitation ceremony held in Ahmedabad.
Sauthi Khaas Garba is a distinctive cultural initiative launched by Nuvoco to honour the authentic Garba traditions of Gujarat, which are deeply intertwined with heritage, community, and faith. Just as Garba symbolises resilience, unity, and the continuity of traditions across generations, Nuvoco Duraguard Cement represents strength, durability, and reliability in every construction project. By connecting Duraguard to the cultural essence of Gujarat, the campaign not only celebrated these time-honoured traditions but also showcased the brand’s commitment to building foundations that endure through time.
The campaign covered Ahmedabad, Vadodara, Surat, Rajkot, and rural Gujarat, successfully engaging over 500,000 locals through various channels, including print, radio, digital media, public relations, and on-site activations. By highlighting authentic, traditional forms of Garba rather than commercialised versions, the initiative aimed to preserve and promote Gujarat’s rich cultural heritage. This effort not only strengthened Nuvoco’s emotional and business ties with the state but also fostered goodwill, enhanced dealer engagement, and built consumer trust.
Through a nomination-driven process amplified by radio features, digital storytelling, and public voting, Sauthi Khaas Garba identified groups that represented the true spirit of Gujarat’s Garba. At the grand finale, the winners were crowned as the Garba Legends of Gujarat and felicitated by Nuvoco.
Chirag Shah, Head of Marketing, Innovation and Sales Excellence at Nuvoco Vistas Corp. Ltd., said: “Gujarat, the cultural home of Garba, is one of our most strategic markets, and Ahmedabad—being the epicentre of Navratri celebrations—offered the perfect platform to engage with communities, strengthen dealer relationships, and reinforce consumer trust across both urban and rural Gujarat. Through Sauthi Khaas Garba, we honoured traditions that have stood the test of time—just like Nuvoco Duraguard Cement, which is trusted for its strength and durability. Felicitating the winners is our way of celebrating those who keep this cultural heritage alive, while also deepening Nuvoco’s emotional and business connect with the state.”