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Ambuja's 'Guptaji ki Kahaani' crosses 2.5 mn views within a week of its launch

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Ambuja's 'Guptaji ki Kahaani' crosses 2.5 mn views within a week of its launch

Ambuja has developed a new product called Ambuja Plus Roof Special especially for the roof/slab of the house. The consumer insight is that at this stage, the house builder is quite anxious and vulnerable and he wants to ensure that his roof is built properly. He doesn’t want to be plagued by problems of a weak or a leaky roof later. Ambuja helps him achieve this with its specially formulated Roof Special cement and the expert services of its Ambuja engineer, both together creating a strong and leak-proof roof.

In any Indian home, the roof or terrace is its mainstay. Be the budding romance with the girl next door, or getting drenched in the first rains of the year; the pranks played on the neighbours, or just sitting under the starry sky, looking out onto the horizon, the chhat (terrace/roof) of the house is associated with many unforgettable memories of one’s life, and is therefore, special.

Building on this insight, Ambuja celebrates these special memories in its new digital campaign, 'What's up on your Chhat?’, which showcases the special memory of Guptaji, who finds his true love on his chhat. The story follows an endearing couple through the streets of old Ahmedabad, while the husband tries to relive his fondest memories. Just when the couple reaches their destination, there is an unexpected twist in the story.

This story has struck a chord with the audience, as it has crossed 2.5 million views within a week of its launch on the digital platform. It has also been shared more than 12,000 times on Facebook. The campaign also invites viewers to share their own unforgettable stories that took place on their chhat, with #WhatsUpOnYourChhat.

Ambuja’s Facebook page, which is hosting the campaign, has many viewers sharing their own unforgettable memories that took place on their chhat. The brand hopes to feature one of these stories in the next video in this series, and keep the conversation going with its audience.


  • Client: Ambuja Cement

  • Digital marketing agency: Experience Commerce

  • Production house: Mojo Media LLP

  • Producers: Pooja Kashyap, Vikkas Chopra, Nayan Chandan

  • Director & Editor : Vipin Parashar

  • Music Director: Arjunna Harjaie

  • DOP: Nagaraj M.D.

  • Story & script: Ullas Chopra

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