Madison IES rolled out the execution in an impressive span of 17 days across 21 towns in Madhya Pradesh, Uttar Pradesh and Bihar. A total of 39,000 dealers of the brand attended the launch. Each event started with performance of Ganesh Vandana, followed by the product launch and product presentation by the Prism Zonal Head.

Says Saumen Roy, General Manager, Madison IES, says "We have been working with Prism Cement for a few years and are delighted to be a part of this important launch of Duratech. It was a huge operational challenge to execute this event across 21 cities in 17 days, but I am glad that the event was a huge success.”