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.
This is the first time Ambuja has introduced 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, Dy 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 all civilised citizens of the country. “It is the responsibility of the good people to break the barrier of all such social stigma,’’he said.
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 Rs60 crore pan India.
The advertising campaign has been designed and launched by Publicis, a part of Publicis Omnicom Group. This will be followed by digital advertisement on leading social networking sites.