JAYPEE CEMENT – “Andar Se Solid”

The Master Blaster, Sachin Tendulkar To Endorse Jaypee Cement

 New campaign looks to redefine the concept of solidity and trust with an
emotional connect that the Jaypee Group has come to be known for
 “Andar se Solid” as the tagline to consolidate the brand’s core values of
Trust, Resilience & Stability and the brand’s core promise of superior
strength, durability and withstanding the test of time
 Campaign would reinforce and further build on the brand’s virtues of
strength, endurance and fortitude – values that shall propel Jaypee
Cement to a capacity of 25 million tonnes by 2010 and then 35 million
tonnes per annum by 2011
 Jaypee Cement is India’s 3rd largest cement player and To communicate
the company’s leadership stature and premium positioning, an
aggressive multimedia campaign has been drawn up

New Delhi, April 14, 2009: Jaypee Cement – India’s leading cement brand, today
launched its new brand campaign and announced its association with the Master
Blaster, Sachin Tendulkar. The new campaign looks to redefine the concept of solidity
and trust with an emotional connect that has come to be associated with all Jaypee
Group campaigns.

Welcoming Sachin to the Jaypee family, Mr. Manoj Gaur, Executive Chairman, Jaypee
Group, said, “Sachin and Jaypee Cement, are a perfect fit as they stand for similar
values of inner strength, endurance and everlasting performance. These values have
spurred both to set new benchmarks and made good the dreams and aspirations of all
those who believe in Sachin Tendulkar & Jaypee Cement.

The new campaign showcases the brand’s core values of stability and resilience as well
as the promise of endurance and unyielding performance. The essence of the
campaign lies in the analogy between Sachin and Jaypee Cement – deriving their iconic
stature unblemished reputation from their inner strength, grit and indomitable spirit.
The campaign captures Sachin in a manner like never before – as one who has
withstood the tests of time and challenges.

Speaking on the occasion, Sachin Tendulkar said “I firmly believe that trust and
stability are essential for building a solid and enduring partnership. I am truly delighted
to begin a long innings with another like-minded and gritty player, Jaypee Cement!”

Jaypee Cement with commissioned capacity of over 13.5 million tonnes per annum
(MTPA) is a brand leader in its current marketing zone, consisting of Central and parts
of Northern India. The Company has undertaken a bold expansion plan to achieve a 35
MTPA capacity by 2011 – one of the fastest organic expansions worldwide in the
cement industry. Jaypee Cement is poised to achieve a pan – India presence and
cement the dreams & aspirations of a billion Indians, quite like the Master Blaster
himself.

About the Jaypee Group & Jaypee Cement

The Jaypee Group is a diversified industrial conglomerate with a turnover of over Rs.
5,500 Crores. From humble beginnings in the infrastructure sector 4 decades ago, the
Group today, driven by the vision of the Founder Chairman Mr. Jaiprakash Gaur, is a
leader in the Engineering & Construction sector with substantial interests in Cement,
Power, Expressways & Highways, Hospitality & Tourism, Real Estate.
The Jaypee Group, over the last 7 years, has executed and dedicated 8840 MW of hydro
–electric power to the nation. The Group was responsible for delivering 54% of the total
hydro-power generation envisaged in the 10th Five Year Plan (2002 – 2007). In the
private hydropower space, the Group has taken a pioneering initiative and is the
largest player in the country 700 MW of capacity. The Group also has the unique
distinction of working on 2 of the largest Expressway projects of the country on a Build,
Own, Operate (BOO) basis – the 165 kms long Yamuna Expressway project connecting
Noida to Agra and the 1,047 kms long Ganga Expressway Project connecting Greater
Noida to Ballia, which is also the largest private infrastructure project in the country till
date.

In recent times, the Group has identified and included sports as a focus area where it
would like to support the nation’s efforts. The Group is responsible for bringing
Formula 1 (F1) racing to India and will host the first Indian Grand Prix in 2011. A state-
of-art Sports arena with Formula One Grand Prix Circuit and Go-Cart track is under
development. The arena will also have a 25,000 seating capacity Hockey Stadium,
100,000 seating capacity Cricket Stadium, 18-hole Golf Course and a Sports Academy.
The Group has also constructed a world class Integrated Sports Complex in Greater
Noida - spread over 15 acres, this complex provides facilities conforming to
international standards in the all disciplines of racket sports, indoor & outdoor
basketball and various track & field events. On the domestic front, the Jaypee Group
has developed an 18 hole Greg Norman Signature golf course housed amidst 450 acres
of premium real estate at Jaypee Greens, Greater Noida.

The Cement Division of Jaiprakash Associates Ltd. (JAL) has 6 state-of-the-art, fully
computerized Integrated Cement Plants (ICPs), 3 Grinding Units & 1 Blending Unit with
an aggregate capacity of 13.5 million tonnes per annum (MTPA). JAL is in the process of
setting up new capacities in Northern, Central, Western & Southern parts of the country
and is targeting a capacity of 25 MTPA by 2010 and 35 MTPA by 2011, along with 375
MW of Captive Thermal Power Plants (CPPs).

Once the expansion plans have been implemented, the Group will have 12 Integrated
Cement Plants, 9 split location plants (Grinding & Blending units), 11 Railway sidings
and a captive jetty across the states of Madhya Pradesh, Uttar Pradesh, Gujarat,
Himachal Pradesh, Haryana, Uttarakhand, Chhatisgarh, Jharkhand and Andhra Pradesh,
giving the former a pan-India presence in the cement sector and placing it in the top 3
cement companies in India and within the top 10 cement companies in the World.

Jaypee Cement is known for its superior quality, strength, durable construction and is
patronized by all major construction companies for their projects spanning multiple
infrastructure sectors. The brand is the preferred choice of cement for all types of
construction – individual housing units, large residential complexes, airports,
highways, power projects and all Jaypee Group projects. It is also the leading brand in
the retail markets of U.P., M.P., Bihar, Uttarakhand, Delhi and Haryana and has
consistently been the highest exporter of cement to Nepal, for several years now.

For further information please contact:

Mitabh Saud @ +919810266610 I. Vinayak @ +919810014960

Sanghpriya Gautam @ +919899719514 Jaiprakash Associates Limited
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