ROCA Industry

1. The client

ROCA Industry is the first Romanian industrial holding specialised in building materials, launched by the private equity fund ROCA Investments in September 2021 [1]. The group was listed on the Bucharest Stock Exchange, first on the AeRO market from January 2022, and since March 2024 its shares (ticker ROC1) have traded on the BVB main regulated market [2]. The holding’s portfolio comprises five building materials companies: BICO Industries (the largest Romanian producer of fibreglass mesh), EVOLOR (one of Romania’s leading paint and varnish producers), DIAL (one of the largest producers of welded fencing and mesh), ELECTROPLAST (electrical cable manufacturer) and VELTA DOORS (the largest Romanian producer of residential doors) [1].

Financially, ROCA Industry reported consolidated turnover of 553.8 million lei in 2023 (+8.24% on 2022) and 602.3 million lei in 2024 (+7.6%), the year the group moved from a loss of 21.1 million lei to a net profit of 6 million lei [3] [4]. In the first half of 2026, the holding reported consolidated EBITDA of 43.1 million lei, up 85.4% on the same period in 2025 [5].

The portfolio company relevant to this project is EVOLOR, the group’s paint producer. Evolor has been operating since 1993, initially under the name Sarcom, founded by brothers Marinică and Aurel Potop; the company was acquired by ROCA Industry in October 2021 and relaunched under its current name, EVOLOR, in May 2023 [6]. It holds around 8% of the Romanian paint and varnish market and ranked in the industry’s top 5 by profitability in 2022, with a range covering interior and exterior emulsion paints, decorative renders, enamels, varnishes, primers and related products, under well known brands such as Sticky and Coral [6]. In 2023, Evolor bought the former Chempro paint factory on the Oltchim industrial site in Râmnicu Vâlcea for 3 million euros, and in 2024 it opened a new render and primer plant there, also with a 3 million euro investment [7] [8].

2. Context of the engagement

Alucard Group produced TV commercials for the company’s paint range, a range covered by the licensing partnership the client held with the Hot Wheels and Barbie franchises. The project sat within the agency’s more than 12 years of activity and its portfolio of over 200 clients across different industries.

3. What we did

We produced the TV commercials for this product range, working within the framework set by the licensing partnership the client held with the rights holder of the Hot Wheels and Barbie brands, a partnership that belonged to and was managed by the client, not by the agency. Our work covered the creative concept and the production of the television materials promoting this specific range, integrating the visual elements associated with the two franchises within the limits the licence allowed.

As with any engagement involving content licensed from a third party, the project required closer coordination between the creative direction the client wanted, the visual identity of the brands the product was associated with, and the technical requirements for TV broadcast, an extra layer of production discipline compared with a standard TV spot, imposed precisely by the constraints on using trademarks that do not belong to the client outright but are used under licence.

4. Results

The project notes contain no figures for this engagement. The concrete outcome was a set of broadcast-ready TV commercials that promoted the client’s paint range through its association with two brands of wide appeal to family audiences. For a producer holding around 8% of a crowded paint market [6], this kind of content brings additional visibility through an association with very well known consumer brands, hard to achieve through the category’s usual communication. The value of the project for the client lay in translating that licensing partnership accurately and professionally into broadcastable media, not in a sales figure we cannot document.

5. Services involved

Photo, video and TV commercial production as a standalone service is no longer part of the agency’s current offering. The strategy and creative execution components of this kind of project do, however, correspond to services we offer today:

• Strategy & positioning, for the thinking behind a brand partnership or an association with a licensing partner, whatever the industry.
• Visual identity, for the visual coherence of a product that has to respect its own identity and a licensed brand’s guidelines at the same time.
• PR & offline visibility, for the offline communication and partnerships component, the category closest to the logic of a TV campaign built around a brand partnership.
• Motion & brand animation, for today’s non-video equivalent of identity in motion used in campaign communication.
• Creative for marketing, for the campaign creative derived from a project like this, adapted to today’s digital formats.

Sources

1. ROCA Industry, Romanian building materials holding company
2. Actiuni ROCA INDUSTRY HOLDING, simbol ROC1, Primet.ro
3. ROCA Industry raportează CA cumulată de peste 553 mil. lei în 2023, BURSA.RO
4. Bursă. Holdingul de construcții ROCA Industry a trecut pe profit net de 6 mil. lei în 2024, după o creștere cu 7,6% a afacerilor față de 2023, la peste 600 mil. lei, Ziarul Financiar
5. ROCA Industry reports EBITDA of RON 43.1 million in H1 2026, up 85.4% compared to H1 2025, The Diplomat Bucharest
6. Sarcom, unul dintre cei mai mari producători locali de lacuri și vopsele, devine EVOLOR și țintește un volum de business de 98 mil. RON în 2023, ROCA Industry, for the brand portfolio and product range, see also EVOLOR, official site
7. Compania EVOLOR a cumpărat fosta fabrică de vopsele Chempro pentru suma de 3 milioane de euro, Impact Real
8. EVOLOR, următorul capitol: producătorul de lacuri și vopseluri inaugurează noua fabrică pe platforma industrială Oltchim, Evolor