Marketing Campaign for National Brand Development

The Giant Demo of Strength

Publicis Communications Pvt. Ltd.

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. 

Anchor No Excuses

BBDO Singapore

Fonterra Brands - Anchor

Milk

This story takes us to Sri Lanka, a small country with big dreams, emerging from decades of civil war with renewed hope and confidence, but hesitating to act boldly to seize new opportunities.   
 
It’s a story of how Anchor milk, the category leader, created a new phase of growth by re-inventing what it stood for and aligning its marketing with the changing mood of the country. And how it set out to inspire the whole nation to fulfil its true potential.
 
With some clever strategic work, a provocative rallying cry, compelling creative work and disciplined integration, Anchor challenged Sri Lankans up and down the country to accept “No excuses” on their quest to find their greatness.    
 
The “No excuses” campaign has left an indelible mark on the country and has given new emotional meaning to Anchor, and a newfound commercial momentum, with volume sales increasing by 11.4%.