Ambuja Cement advertising journey, hidden from plain sight, “Yeh deewar toot ti kyu nahi hai?” was a funny marketing strategy of Ambuja Cement that dates back many years. With humour as part of its strategy, Ambuja Cement has established its place in the advertising market.
In 2001-02 there were quite many popular commercials when the audience would remember a pair of separated brothers, SR Thakur and KR Thakur, who are separated by a wall which is too strong. No stone was left unturned to break the wall – hammers, tools, even explosives…. All the shots are after men of action. It can be concluded with a dramatic Bollywood twist. The film concludes with the strong tagline:
“Tootegi kaise, Ambuja Cement se jo bani hai.”
This advertisement. in fact, brought forth the fact behind ‘Ambuja Cement’ being the strength to endure high compressive stress.
A Legacy of Strength
Founded in 1983 by Narotam Sekhsaria and Suresh Neotia, Ambuja Cement roped in scant industry know-how and had an aspirational outline for the advancement of India. Cementing their resolve towards setting up a quality brand, they constructed a world class facility in Gujarat. With the joining of Holcim Group in 2005, Ambuja cement further enhanced its global standing.
The motto of the brand was ‘I Can,’ driving the company to see futuristic possibilities and aim for worthwhile change. All these years, Ambuja Cement has sustained its place among the foremost manufacturers of cement in India.
A Unique Advertising Strategy
Marketing cement products which are low-involvement products calls for creativity. Ambuja Cement carved a niche for itself through humor and emotion. The brand drifted away from Other conventional building stories with reports of large building or any warning that dealing in adulterated cement narrations and adopted what they described as the strength of the cement as well as the strength of the emotions.
Key Campaigns:
Bhai Bhai TVC: A funny and dramatic story about bonds that never break and walls that cannot be broken.
Muskaan TVC: Dealt with feelings based on emotional ties with tag line:Furthered the idea ‘This wall will not be broken down’.
The Great Khali Ad (2014): A fake documentary with wrestler Khali as a protagonist “asking for giant strength for the giant” that cannot be developed in a week. This campaign became popular, getting over 1.5 million views in about a week.
Tackling Social Issues
Ambuja Cement went beyond conventional marketing and sought to address issues such as caste and religious discrimination. Concerns that are complemented by campaigns like ‘Jaat Paat’ and ‘Bhed Bhav’ that call upon the audience to dismantle social hierarchies and discrimination, thus placing the brand in alignment with modern progressive ideas.
Digital Presence
Ambuja Cement advertising journey has effectively used digital mediums by synergizing events, CSR activities and consumer involvement. The brand remains relevant with tearjerker web movies like ‘Chhat Pe Milte Hain’ or social media outreach campaigns.
