Driving the brand: Dhoni cements popularity further with CSK cement

CSK or Dhoni, if masons ask for cement by either 'brand', India Cements has clearly won the game

Strength, resistance, all-weather proof. These represent the attributes of a cement brand — oddly called CSK — and CSK Skipper M S Dhoni (pictured).

Since its launch on March 16, India Cements’ Conkrete Super King (CSK) has sold close to 150,000 tonnes, contributing to around 8 per cent of the company’s monthly sales in the trade segment.

Dubbed “Dhoni cement” on social media — aflutter with tweets on Chennai Super Kings Cap­tain and Stephen Fleming knowing a thing about team building — the company is leveraging CSK and Dhoni for its brand of cement.

Although Brand Dhoni has been associated with the group