Hard Worker from Ramco Cements Wins Twin Golds at the ET Brand Equity Shark Awards 2025 – South Chapter

Hard Worker, the construction chemicals brand from The Ramco Cements Limited, emerged as a double Gold winner at the ET Brand Equity Shark Awards 2025 – South Chapter, held on December 5, 2025, at Taj Wellington Mews, Chennai, reinforcing the brand’s strong connect with audiences through culturally relevant and insight-driven communication.

The recognition underscores how the Hard Worker campaigns engaged audiences across markets through brand communication rooted in real-world construction challenges. A distinct, culturally grounded brand tone enabled the message to resonate strongly across both television and digital platforms.

The wins recognise Hard Worker’s communication across television and digital media, honoured under the Campaign Brilliance categories at the ET Brand Equity Shark Awards – South Chapter. The brand’s approach focuses on simplifying complex on-site decisions and presenting product usage and performance in a unique, relatable language for the construction ecosystem.

The twin Gold awards were won in the TV Marketing Campaign category for the Hard Worker Eco Plaster film, and in the Humour-Based / Meme Marketing Campaign category for the combined Hard Worker Eco Plaster and Hard Worker Tile Fix films. Commenting on the recognition, A V Dharmakrishnan, Chief Executive Officer, Ramco Cements, said, “At Ramco, our focus has always been on understanding the real problems faced on site and delivering the right product for the right application — an approach we were among the first to champion in the cement industry. This thinking is built into how we operate, shaping the way we manufacture, innovate, and engage with the construction ecosystem. Hard Worker, from the house of Ramco, is a natural extension of this philosophy and is envisioned to lead the construction chemicals category by setting clear benchmarks for performance, durability, and delivering long-term value to customers.”

Adding to this, Balaji K. Moorthy, Executive Director – Marketing, said, “Hard Worker was created on a simple but powerful insight — that the real heroes of construction are the people who put in relentless effort every single day. These awards validate not just our creative direction but also the authenticity of the brand’s voice. We will continue to champion real craftsmanship and bring solutions that empower the hard-working community that builds our nation.”