: Brand Saga: The Curious Case of Ambuja Cement & the wall that refused to break #IndiaNEWS #Brand Saga As Ambuja Cement brought back its iconic Deewar campaign featuring Boman Irani in a new avatar,

Posted in: #BhaiyaYeDeewarToottiKyuNahi #Brand #IndiaNEWS

Brand Saga: The Curious Case of Ambuja Cement & the wall that refused to break #IndiaNEWS #Brand Saga
As Ambuja Cement brought back its iconic Deewar campaign featuring Boman Irani in a new avatar, narrating a different and even funnier tale, we just had to revisit this brands iconic advertising legacy. Here we share it with you

‘Action, drama & a whole lot of entertainment’ – read the YouTube description of the sequel to the popular #BhaiyaYeDeewarToottiKyuNahi campaign. The campaign went live with the reboot of its iconic commercial last week and we couldn’t help but walk down memory lane with the Ambuja Cement advertising journey which is as incredible as its memorable campaigns.

Ambuja Cement Advertising Journey

Cement has always been touted as one of the low involvement categories and to market, a product like it requires a unique and tactical approach.

Kickstarting its advertising journey, Ambuja Cement stayed away from the ‘serious’ depiction of the product features in its campaigns. It rather adopted a humorous approach and blended comical characters into the commercials because what’s better than laughter?

There were competitors who spoke about the wall failure and it falls after a certain period, then was Ambuja Cement who concentrated on the ‘Unbreakable Wall’ jo kabhi nahi tootegi. The company joined hands with Grey Worldwide to bring in more creativity with a whole lot of drama in its advertising campaign which then culminated into the making of an evergreen TVC that couldn’t be forgotten.

The campaign was released in the 2001-02 cycle and since, the tagline, Ye deewar toonth to khu nahin has been synonymous with the brand.

Also Read: Brand Saga: Badshah Masala, weaving the waft of spices in iconic campaigns…

The insight that triggered most of the campaign ideas was that strength is a very relevant attribute as far as the customer is concerned and if given an emotional touch can strike the right chord. With the ‘Muskaan’ campaign, Ambuja Cement was back talking about ‘unbreakable wallp?&H[??Z]?]HHYXH?8?'[X?Z?H?[Y[??YZY]?X??Z[???Y?x????????????????????H??[???Y???[]H?]????[Y???Y???[?]?[??HY[?Y?Z[???[???^H?[???X?H[????[??[??KH8?&?Z?^H?[ZY??X?[YH?X????[[??[?[??H?X[???[Y???H?????H???X[?H??[??]?]?YX??]]?Y???[????????????????????[?Z?H[???]???]]??[?HX??][X?Z?H?[Y[????H]X??^[??Z[????[???[?X[??[[?]H??[???Z[??HY??[????????[???]]?]K?H??[???Y[????[X??]???Y][??Y?Z?H??K???[?YX???ZX?[??[Y?[????]H[???[H?[Y]?Y[?]X[]H??[?