Home Furnishing, Appliances, Maintenance & Household Products

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CAMPAIGN
The Giant Demo of Strength
AGENCY
Publicis Communications
CLIENT
Ambuja Cements
BRAND
Ambuja Cement
DETAILS
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.
CAMPAIGN
Getting India to say Good k'night' even in the mornings
AGENCY
J Walter Thompson - Mumbai
CLIENT
Godrej Consumer Products Pvt. Ltd.
BRAND
Good knight mosquito repellents
DETAILS
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. 
 
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