One usually sees no or very little creativity when it comes to cement ads. Ambuja Cements is, however, the only cement brand with any ad recall value. Though the ads have been pretty standard in terms of creativity, Ambuja Cements has up its ante since Publicis took over as the creative agency.
In what seems like a coming of age of cement brand advertising, Ambuja Cement has released yet another comic spot for their latest commercial titled ‘Giant strength for the Giant’, featuring the WWE Heavyweight Champion Great Khali. The ad has taken the social media by storm, with people widely appreciating this unique creative approach ever made by any cement brand in India. The ad, conceptualised by Publicis, takes a humourous and light hearted approach to highlight the story of Khali’s life, how the strength which gave him recognition was turning to be his biggest problem.
The ad starts with the helpless Giant man in pain because he has never been able to enjoy the bliss of being at home. Owing to his huge weight, everything in his home easily breaks, including the ceiling of their house, which breaks over her mother’s head and gets her covered in dust. The ad shows several comic instances which speak about, how his strength which was the cause of all recognition and fame once, that very strength has now become a problem. Things continued like this for some time more, until his aunt, suggested him one day to do his home with Ambuja Cement. It was then that, he realised the true joys of being at home.
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Commenting on the creative insight behind the film, Bobby Pawar, Managing Director, Chief Creative Officer, Publicis South Asia said, “Logically in the hindsight Ambuja Cement stands for comprehensive strength, which has been there for a couple of decades. We thought using Khali was the best option in order to portray the giant strength of the cement Vs the giant strength of the wrestler. The tone of the commercial can be categorised as ‘mock’ serious.”
He further added, “When we found out that the home in which Khali lives is not built for his strength, we decided to go ahead and do a mockumentary around Khali’s life- what it takes to be the Great Khali. Once the idea was cracked, everything fell into place easily. I am like the front man of the rock band, there is a super talented team behind this work, led by Jigar Fernandes and directed by Ayappa who directed the entire thing.”
Other than the TVC, the film is there on YouTube and there will be some on-ground and outdoor activation later on. Within few hours of the video getting uploaded, it got more than 25,000 views on the brand’s YouTube page. For those who don’t speak Hindi, the brand has also put up the campaign with English subtitles.
Speaking of the tons of congratulatory messages flowing on his Facebook wall, Pawar cited, “The feeling is amazing, it is great to see such quick positive response from people all over. The idea that- Good work always wins is great and you don’t always need to make sentimental and ‘do- gooder’ stuffs’ in order to win hearts.”
On Twitter as well, people shared their positive views on the ad. Excerpts:
Last year, Ambuja Cement released the ‘Arjun Deewar’ ad that took social media by storm too. The minute long TVC is set in an Indian classroom. The students have been given the task of writing an essay on the word 'Wall'. The teacher writes the word 'mazbooti' (Hindi for strength) on the board before noticing the protagonist, a boy called Arjun, disturbing students around him. She then asks him to read out his write-up. And this is where the ad takes a comic turn.
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