Campaign details
Brand: Ambuja CementBrand owner: Ambuja CementLead agency: Publicis Communications Pvt. Ltd.Country: IndiaIndustries: Industrial & manufacturingMedia channels: Online video, Social media, TelevisionBudget: 3 - 5 million
Executive summary
This case study explains how major Indian cement brand Ambuja Cement embarked on a journey to reclaim its dominance over the perception of "strength".
To re-establish the core benefit of "strength", the brand went for an unconventional celebrity endorsement – wrestler The Great Khali – who symbolises strength, and put his house, made of Ambuja Cement, through a successful torture test...