Ambuja Cement takes the social awareness route

09 Apr,2014

By a correspondent

 

The brand’s been away from media limelight for a while but Ambuja Cement is back with a new TV campaign after four years that focuses 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 that Ambuja Cement 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.

 

Speaking about the campaign, Ajay Kapur, Dy MD & CEO of Ambuja Cement said, “Strength is the key aspect of Ambuja Cement and hence the TVC gels very well with our tag line ‘Giant Compressive Strength’. It is the responsibility of the good people to break the barrier of all such social stigma,” he reiterated.

 

The 60 second campaign is already doing the rounds on television channels to coincide with the run-up to the general elections due later this month and next month and the recently concluded T20 Cricket World Cup. The approximate total spends of the campaign is pegged in the region of Rs 60 crores.

 

 

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