Aludecor has launched a new television and digital campaign advocating rigorous testing and fire safety in the aluminium composite panel category. Rolled out across television, digital platforms, billboards and on-ground outreach, the campaign uses everyday construction-site scenarios to highlight the risks associated with untested or poorly tested materials.
The films feature actor Amit Sial as a seasoned contractor who subtly ‘tests’ his assistant while addressing common on-site challenges such as colour fading, fire safety lapses and panel delamination. These issues, the campaign suggests, often emerge when materials are selected based on price or marketing claims rather than verified performance. The central message is anchored in the line ‘Iss liye test nahi toh… trust nahi’ (No test, no trust).
From a communication standpoint, the campaign departs from certification-heavy narratives typically seen in the category. Instead, it focuses on real-world consequences for fabricators and contractors, positioning testing as a practical safeguard against long-term safety hazards, financial losses and reputational damage.
Aludecor underscores its position by highlighting that its ACP products undergo 205 mandatory quality and performance tests. These tests cover durability, fire resistance and long-term reliability under real-world conditions. The campaign links these tests directly to outcomes such as colour retention, flame spread restriction in fire-retardant and fire-resistant panels, and structural stability over time.
A notable element of the initiative is Aludecor’s decision to open its in-house R&D centre, equipped with NABL-accredited fire-retardant testing facilities, to the wider ACP industry at no cost. The campaign encourages samples to be collected directly from materials supplied at project sites, ensuring that what is tested mirrors what is installed.
To reinforce credibility, all tests will be conducted in a brand-blind and anonymised manner. The testing team will not know the brand being tested, the customer requesting the test or the project where the material is being used. Aludecor describes this as the Indian ACP industry’s largest voluntary material open test, positioning it as a broader ‘trust movement’ rather than a brand-specific initiative.
Ashok Kumar Bhaiya, founder and CMD, Aludecor, said, “The biggest risk of material failure is borne by the fabricator. Our intent with this movement is to arm them with facts, transparency, and the confidence to demand testing. When materials are tested fairly and honestly, trust follows, and that trust ultimately saves lives and livelihoods.”
The campaign reframes brand leadership around accountability and transparency rather than product superiority. By urging fabricators, architects and builders to question material claims, Aludecor places testing at the centre of decision-making, linking it to safety, economic protection and reputation management.
The integrated rollout across television, digital and on-ground touchpoints ensures the message reaches stakeholders at multiple stages of influence, reinforcing the idea that informed choices and rigorous testing form the foundation of responsible construction practices.