Ambuja Cement builds awareness, urges India to break invisible walls of divisiveness

Ambuja Cement has launched a TV campaign after four years, focused on the message of religious harmony. The film has been conceptualised by Publicis South Asia.

Set in a school classroom, the film features a teacher asking one of the boys to read his essay on the subject ‘Wall’. He starts saying that there are two kinds of walls - good walls and bad walls. When she asks him to elaborate without beating around the bush, he hesitatingly spells out the core message of the film. He speaks of his friend Iqbal, who is very good at cricket, but has stopped playing with them of late. He says his elders have explained to him, that there is an invisible wall that has come up between them. A voice over kicks in as the students and teacher listen spellbound: ‘We must break down those walls, which give rise to divisiveness amongst us. And for strong walls, only Ambuja Cement.’

Ajay Kapur, deputy MD and CEO, Ambuja Cement, noted that strength being a key aspect of Ambuja Cement, the commercial gels with the brand proposition. He reiterated the relevance of the social message in India’s current context.

The campaign has been on air in the run up to the ongoing general elections, and will air until it ends. The company expects to spend Rs 60 crore on the campaign, said a statement from Gujarat Ambuja. A digital and social leg will follow.

Credits

Client: Gujarat Ambuja Cement
Creative agency: Publicis South Asia (Ambience Publicis)