Drama kyon? ACC asks in new campaign

30 Jul,2020

By A Correspondent


Ashish Prasad

Construction major ACC Limited has rolled out a new digital-first campaign for its product – Gold Water Shield, a water-repellent cement.  It has been conceived by 82.5 Communications.


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

Added Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “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.”


Said Kapil Arora, Co-Chairman and CEO, 82.5 Communications: “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,

Kapil Arora

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.”



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