Mumbai: Ambuja Cement has launched a new TV campaign after
four years, focusing on social awareness.
The principal concept of the campaign captures, how there
are many walls around us and not all of them are made of cement and concrete.
There are walls of the metaphysical kind, the kind that infuse disrespect and
disharmony among people.
Have you seen these walls that are invisible but yet exist?
If you have seen them, then come forward and join in to become a good citizen
of India.
This is the first time Ambuja has brought an exciting
campaign on social awareness. The commercial subtly focuses on strength to
break the walls of disparity and disharmony. Strength is one of the key elements
of the Ambuja brand.
Ajay Kapur, Deputy MD & CEO of Ambuja Cement appreciated
the concept of the TVC, as he said ‘’Strength is key aspect of Ambuja Cement
hence the TVC is very well gelling with our tag line Giant Compressive
Strength. He wishes that TV audience across the country will like the concept,
as it is currently one of the key issues bothering citizen of the country. It
is the responsibility of the good people to break the barrier of all such
social stigma.’’
The 60-second TV campaign is already doing the rounds on
television channels to coincide with the run-up to the general elections and
the recently concluded T20 Cricket World Cup. The approximate total spends of
the campaign will be 60 Cr for PAN India.
The advertising campaign has been designed and launched by a
leading creative agency, Publicis, a part of Publicis Omnicom Group. This will
be followed by digital advertisements in the leading social networking sites.
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