ACC launches first ever Digital Campaign “Paani se no haani”
As the world resumes itself back brick by brick after the pandemic, and construction activities too is gaining its pace, it’s time for the building material manufacturer company, ACC to roll out a campaign for itself.
The campaign rolled out by ACC is the first-ever digital campaign for its product, Gold Water Shield. which is a water-repellent cement.
The advertisement from ACC has a humorous touch in it and it brings in it some so-called’ Drama” to shape up its advertisement campaign. The ad film is set in a background where a person representing ACC cement, talks with a group of homebuilders, about the advantages of the new product, and then finally leaves the group astonished with all the brand new product features. The presenter from the company at the ends says ‘ACC hai toh drama Kyon, after the group is convinced with the information delivered by the presenter, and did not feel the requirement of any entertainer to get further convinced about the product. The campaign delivers the message that Gold Water Shield means ‘Paani se no haani’ .
It has been conceived by 82.5 Communications Mumbai and includes the advertisement video and other elements in it like online and offline promotions for the campaign.
Ashish Prasad, chief marketing officer, and strategic initiatives, ACC, 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.”
