Ambuja Cements and ACC limited, member companies of Holcim India have reinforced their first joint sustainability campaign ‘#ChangeTheStory’ by introducing their first-ever rap song titled ‘Bubble Rap’ across all the owned platforms. The original fun lyrics and upbeat music sung by remarkable rappers features the campaign mascot ‘Bubble Sharma’.
Notes a communique: “The bubble rap will ensure brand awareness as it will act as a catalyst for encouraging people to be agents of change to transform today into a sustainable tomorrow by urging the audience to embrace sustainable practices and take a pledge on their microsite- https://www.changethestory.co.in/”
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.”
Havas Media has bagged the integrated media mandate of the Mumbai-headquartered ACC Limited.
Said Ashish Prasad, CMO and Head New Products & Services, ACC Limited: “We are happy to have Havas Media as a partner in our journey to live by our pioneering and innovation spirit. We are confident that with the very dynamic and fast-changing media scenario, Havas Media with their global experience & expertise will be able to develop a robust strategy for our brand and add impetus to all our marketing initiatives”
Added Rana Barua, CEO, Havas Group India: “ACC Cement is synonymous for cement and enjoys high equity in the Indian market. From anticipating customers’ needs to being able to serve them with innovative and differentiated products and solutions, ACC has always been a front-runner. Havas Group’s multi-faceted, integrated, meaningful approach makes us a strong force to reckon with. We are glad to be partnering with such an iconic brand and look forward to a meaningful association.”
Said Mohit Joshi, Managing Director, Havas Media Group, India:“We are excited to be appointed as a brand partner for a legacy brand like ACC Cement. At play will be Havas Media Group’s integrated media skills centered on digital and our ‘Meaningful Brands’ framework which will together map the brand chart for ACC Cement. We look forward to carving a meaningful brand strategy and taking the brand to greater heights.”
ACC has a digital film promoting eco-friendly Holi celebrations. Conceived by 82.5 Communications and produced by Brooomsticks, the film features a contractor Dhaniram and his daughter, as the key protagonists.
Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “One eco-friendly act can inspire many more. Just as Dhaniram inspires his daughter to find an ingenious way to play an organic Holi, I hope ACC’s range of eco-friendly products inspire thousands of home-builders across India to create eco-friendly homes.”
Added Ashish Prasad, Chief Marketing Officer, ACC Limited: “ACC is among the first of Indian companies to include a commitment to environmental protection as one of its corporate objectives. ACC has always been committed towards sustainability and towards practices that progressively draw lesser natural resources. Our concrete bricks and blocks, no curing plaster and one of our premium cements are a testament to our ‘Karein Kuch Kamaal’ philosophy. With this film, we hope to have raised awareness about the need to play a safe and eco-friendly Holi.”
ACC has come out with a new ad film which celebrates the power to change, evolve, and kindle new thinking. The film is about a small town new age mother who breaks societal norms for her daughter and is a role model for many.
Said Ashish Prasad, Chief Marketing Officer, ACC Limited: “We at ACC believe in the brand philosophy of Karein Kuch Kamaal. And kamaal is not only about our actions and doing things differently but also about our thoughts and thinking new, thinking different. Through this film ACC would like to encourage social change in India.”
This World Environment Day (June 5), through a digital film conceived by 82.5 Communications, ACC looked at children and their unsullied ways of imagining homes as always amidst nature, to inspire adults to choose sustainable building materials.
Sumanto Chattopadhyay
Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “Observing children and their habits often throws up the sharpest insights and solutions in life. We’ve linked one such observation about the environment to ACC’s innovative product of sustainable concrete bricks and blocks. The result, we believe, is a charming digital film that touches a chord and raises awareness.”
Ashish Prasad
Added Ashish Prasad, Chief Marketing Officer, ACC Limited: “ACC is among the first Indian companies to include commitment to environmental protection as one of its corporate objectives. And our concrete bricks and blocks are a testament to our ‘Karein Kuch Kamaal’ philosophy. Using these eco-friendly bricks and blocks instead of regular clay bricks, considerably reduces carbon dioxide emissions for any new construction. The World Environment Day digital film informs viewers about our product in a memorable way through the world of kids.”
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 generationsâ€.
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.â€
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 Kamaalâ€. 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.â€
