ACC promotes product attributes in new brand campaign

21 Feb,2019

By A Correspondent


ACC has launched its new brand communication campaign. The campaign, which has legs across media, targets the individual home builder who plans to construct his own home.


Neeraj Akhoury

Talking about the new campaign, Neeraj Akhoury, Managing Director & CEO, ACC Limited said: “We want to build a new ACC every day and add more cement to our 82 years of trust building. Home-building is a celebration of a lifetime; a celebration of a home-builder’s achievements. Our message will resonate far beyond the intended audience and appeal to multiple generations”.


Piyush Pandey

Said Piyush Pandey, Chief Creative Officer Worldwide, Ogilvy: “Cement is a low involvement category. Even though it is a key ingredient in the making of a building, it remains ‘invisible’ to the end user. I think the campaign created by 82.5 Communications overcomes this problem by helping the consumer engage with the ACC brand in an interesting way.”


Ashish Prasad

Added Ashish Prasad, Chief Marketing Officer and Head – New Products & Services: “ACC as a brand has always owned equity and trust in the market. Our brand philosophy is to inspire people to do extraordinary things. Our new campaign communicates that we will be keen partners on their journey towards “Karein Kuch Kamaal”. In this context, it is imperative to engage with a new generation of individual home builders.”


Sumanto Chattopadhyay

Added Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications: “Building your own home is a dream come true. But sometimes consumers see the actual process of home building as a challenge. In the new ACC campaign, we have relooked at home-building as a beautiful and joyful process. We roped in international director Anders Forsman to bring a new aesthetic to cement and concrete and to give a magical touch to the portrayal of the construction process.”



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