Ambuja Cement’s unbreakable wall is behind Boman Irani’s success as a chaat vendor

Ambuja Cements has unveiled a campaign with its ‘viraat’ (formidable) strength proposition. Named ‘Deewar 2’, the campaign takes forward the brand’s iconic ‘Deewar’ commercial starring Boman Irani. The new commercial stars actor Vinay Pathak in addition to Irani. Keroscene Films has conceptualised and produced the campaign.

 

In the latest film, Irani plays ‘Bapu’ with grown-up sons who are seeking a loan from a bank with a corrupt bank manager. Pathak has essayed the manager’s role.

 

Neeraj Akhoury, MD and CEO, Ambuja Cements, said, “With a legacy of over 35 years, Ambuja Cements takes pride in its brand philosophy that ‘strength of the cement lies in the strength of emotion’. This new commercial showcases our core brand promise of ‘Viraat compressive strength’; that an Ambuja wall will always be unbreakable.”

 

Ashish Prasad, chief marketing officer, Ambuja Cements, added said, “A new Ambuja ad is always a challenge with the benchmark being set so high with ads like ‘Bhai-Bhai’, ‘Orphanage’ and ‘Khali’. One ad that has remained ever popular is ‘Bhai-Bhai’ which we have run time and again. Our conscious effort was to create a new story that amplifies the familiarity and fondness people have for Ambuja and its inimitable brand of humour.”

 

Rajesh Saathi, producer and director, Keroscene Films, said, “This was a really fun script to bring to life. We had the advantage of great actors like Boman and Vinay, but it was also very demanding with the ageing and time-lapse involved. What was particularly satisfying for us was the music, as the track reflects the ‘plot’ in the story, with the sound design having to work at multiple levels.”

 

‘Deewar 2’ has been conceived as a 60-second and 30-second film for TV and digital.