Ambuja Cement: The giant demo of strength

Abhinit Agarwal

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

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...

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