Drama kyon? ACC asks in new campaign

The campaign for Gold Water Shield cement has been created by 82.5 Communications Mumbai

e4m by exchange4media Staff
Updated: Jul 30, 2020 6:50 AM

As construction gradually resumes across the country, ACC Limited has rolled out a new digital-first campaign for Gold Water Shield, a water-repellent cement.

The campaign satirises typical ads that resort to ‘drama’ to sell products. In this ad, an ACC presenter signs off ‘ACC hai toh drama kyon?’ as his audience, a group of homebuilders, shoos away an entertainer who made an appearance only to convince them that using Gold Water Shield means ‘Paani se no haani’ for their homes.

Conceived by 82.5 Communications, the campaign includes this key video asset as well as other creative elements for various online and offline touch-points.

Speaking about the Gold Water Shield campaign, Ashish Prasad, Chief Marketing Officer and Strategic Initiatives, ACC Limited, said, “ACC has always been an innovator at heart. Gold Water Shield is our testament to that. With such a compelling USP, we decided to talk about it straight up, without frills and drama.”

Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications added, “When you have a product as good as gold and a reputation to match, you can afford to say it like it is. Surprisingly few brands have the stature to carry off this straight-shooting approach, making our communication unique.”  

Kapil Arora, Co-Chairman and Chief Executive Officer, 82.5 Communications said, “ACC is a pioneer in cement manufacturers in the country. And with Gold Water Shield, they’ve introduced yet another extremely relevant offering for Indian consumers looking to avoid leakage problems, right from the time of construction. We’ve seen the product in action ourselves and also spoke to consumers who had used it and now swear by it. That’s where the inspiration of the un-ad came from. No drama. Only delivery. With ACC Gold Water Shield.”

Mayur Varma, ECD and Creative Head – Mumbai and Kolkata, 82.5 Communications said, “Usually, we dramatise the product benefit in advertising. In this case we didn’t have to dramatise it, because the product benefit itself was so dramatic.”

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