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.