ACC asks “Drama kyon?” in new Gold Water Shield campaign

The campaign is created by 82.5 Communications Mumbai

NEW DLHI:  As construction gradually resumes across the country, ACC Limited, one of India’s leading building material manufacturers, has rolled out a new digital-first campaign for its innovative product – Gold Water Shield, a water-repellent cement. 

Conceived by 82.5 Communications, the campaign includes a video asset as well as other creative elements for various online and offline touch-points. 

Riding on the company’s long history, trust in its products and the distinct streak of innovation present in most ACC products, the Gold Water Shield ad satirises typical ads that resort to ‘drama’ to sell products. In this ad, a smart ACC presenter signs off ‘ACC hai toh drama kyon?’ as his audience, a group of homebuilders, shoos away an entertainer who made an appearance only to convince them that using Gold Water Shield means ‘Paani se no haani’ for their homes. The conviction in the cutting-edge product and the name ACC is enough for the homebuilders.   

ACC Limited CMO and strategic initiatives Ashish Prasad said, “ACC has always been an innovator at heart. Gold Water Shield is our testament to that. With such a compelling USP, we decided to talk about it straight up, without frills and drama.” 

82.5 Communications chairman and CCO Sumanto Chattopadhyay added, “When you have a product as good as gold and a reputation to match, you can afford to say it like it is. Surprisingly few brands have the stature to carry off this straight-shooting approach, making our communication unique.”   

82.5 Communications co-chairman and CEO Kapil Arora said, “ACC is a pioneer in cement manufacturers in the country. And with Gold Water Shield, they’ve introduced yet another extremely relevant offering for Indian consumers looking to avoid leakage problems, right from the time of construction. We’ve seen the product in action ourselves and also spoke to consumers who had used it and now swear by it. That’s where the inspiration of the un-ad came from. No drama. Only delivery. With ACC Gold Water Shield.” 

82.5 Communications ECD and creative head Mumbai & Kolkata Mayur Varma said, “Usually, we dramatise the product benefit in advertising. In this case we didn’t have to dramatise it, because the product benefit itself was so dramatic.” 

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