Home Furnishing, Appliances, Maintenance & Household Products

The Giant Demo of Strength

Publicis Communications

Ambuja Cements

Ambuja Cement

This case study explains how a major Indian cement brand Ambuja Cement embarked on a journey to reclaim its dominance over the perception of “Strength”.

To re-establish the core benefit of ‘Strength’, the brand went for an unconventional celebrity endorsement – wrestler The Great Khali, who symbolizes strength and put his house, made of Ambuja Cement, through a successful torture test conducted by the Giant Khali himself in the communication.

The communication not only went VIRAL but also led to a phenomenal increase in sales and profits.

Getting India to say Good k'night' even in the mornings

J Walter Thompson - Mumbai

Godrej Consumer Products Pvt. Ltd.

Good knight mosquito repellents

Dengue, a mosquito-borne disease, was a growing menace in India with the number of cases rising exponentially. Most Indians were unaware that Dengue mosquitoes bite during daytime. Hence, they stuck to their age-old cultural practices of using mosquito repellents only during evenings & nights. By using children as change agents, Good knight was able to drive awareness and cause a behavioural change in consumers and enable them to proactively protect themselves from Dengue. The success was reflected by a stark increase in household consumption, sales & household-base of Good knight’s products and the tremendous buzz created online.