82.5 Communications Launches New Campaign For ACC Gold Water Shield

ACC Limited, one of India’s leading building material manufacturers, has rolled out a new digital-first campaign for its innovative product – Gold Water Shield, a water-repellent cement. 

Talking about the company’s long history, ACC products have trusted the name ACC is enough for the homebuilders. To sell products the Gold Water Shield ad satirizes typical ads that resort to ‘drama’. In this ad, a smart ACC presenter signs off ‘ACC hai toh drama Kyon?’ as his audience, a group of homebuilders, shoo away an entertainer who made an appearance only to convince them that using Gold Water Shield means ‘Paani se no haani’ for their homes. Its water-repellent formula helps keep homes safe from leakage and seepage.

 The campaign includes this key video asset as well as other creative elements for various online and offline touch-points and it is 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, Chairman, and Chief Creative Officer, 82.5 Communications added, “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.”  

Kapil Arora, Co-Chairman and Chief Executive Officer, 82.5 Communications said, “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, 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.” 

Mayur Varma, ECD, and Creative Head – Mumbai, and Kolkata, 82.5 Communications said, “Usually, we dramatize the product benefit in advertising. In this case, we didn’t have to dramatize it, because the product benefit itself was so dramatic.”