Campaign India Team
Jan 23, 2018

Ambuja Cement brings the roof up and centre

Watch the film conceptualised by Triton Communications here

Ambuja Cement’s latest campaign “Chhatein” (roofs) that promotes their roofing products brings back memories associated with the terrace and roofs. 
 
The campaign underscores the importance of “chhat” in the Indian households as a place of discovery, escape, romance, childhood memories, secret hideaways and open skies. 
 
Instead of playing up the theme of strength, an usual feature in Ambuja films, this campaign attempts to strike an emotional chord.
 
The brief to the agency was to think beyond Ambuja’s iconic strength and create an emotional connect and that resonates with the roof, without emphasis on the product.
 
The film draws upon the insight that a “chhat” or terrace is viewed as a place in Indian households sans walls. It is that part of the home that not only brings people together but also transforms neighbourhoods into communities.
 
The video film has background scores of a poetry penned and narrated by celebrated poet and lyricist Gulzar.
 
The film is being promoted on social media.
Source:
Campaign India

Related Articles

Just Published

13 hours ago

Two sides of the bed: Insured versus uninsured

Star Health’s split-screen ad pitches insurance as peace of mind, but its visual clichés raise questions about real-world nuance.

14 hours ago

Death by feedback: Why creative work keeps getting ...

When feedback becomes a bottleneck instead of a booster, creative teams face chaos, dilution and burnout. ButtonShift’s co-founder and CEO explains why it matters.

14 hours ago

63% of Indian CMOs are under pressure to deliver ...

IBM’s 2025 CMO Study reveals only 26% of Indian marketers believe they have the talent needed to achieve their goals for the next two years.