Siam Cement Group (SCC) is looking at ways to give itself a more modern image with a 60-million-baht campaign. Vice-president Kan Trakulhoon said the country's largest industrial conglomerate wanted to present itself as a modern, progressive and futuristic group of companies in the eyes of the public. One of the results of the exercise was Tree of Imagination, an eye-popping television commercial that blends natural and high-tech images to underscore the message of discovery and innovation. "We want people to see our strength in business operations in terms of innovation. But we don't expect we will be as modern as computer and mobile phone operators because the nature of our business is different. Since we started out in the cement and construction material business almost a century ago, we are known as a cement maker that relies on high technology. Not many people know that we are in other businesses in a big way such as petrochemicals and pulp and paper, which also depend heavily on advanced technology," he said. Mr Kan said he was confident the successful improvement of SCC's image would be a spur to its policy to grow regionally.