Television

Zee Cinema ropes in Pankaj Tripathi for brand integration with ACC Cement

Havas Media Group is the media buying partner for the campaign.

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MUMBAI: Zee Cinema has tied up with ACC Cement to highlight the benefits of the latter’s product line – ACC Gold Water Shield Cement. For this, the channel has roped in actor Pankaj Tripathi to educate its viewers about ACC’s unique water-resistant cement formula. His immense talent and down to earth nature epitomise the integration’s messaging of being strong in quality and yet relatable to everyone. This is a continuation to Zee Cinema’s tradition of using the power of entertainment to merge top brands with impactful messaging and help them reach the perfect set of audiences.

Through engaging content, Tripathi effortlessly lays out the core messaging for the brand – being resilient and reliable. Backed by the onscreen charisma of the Ludo star, there will be a series of creatively crafted communication to highlight the initiative. To personify this message, ACC Cement and Zee Cinema would also co-present movies which resonate with the brand’s offering.

ZeeL chief growth officer Ashish Sehgal said, “It’s a point of pride to join hands with another company like ACC Cement which has, also, created its own legacy of trust, dependency and superior results. It’s a well-crafted engagement which perfectly reflects the values of the channel, the brand and the key influencer.”

ACC Cement and Ambuja Cement CMO Ashish Prasad said, “Our campaign aims at inspiring individual home builders to protect their homes by building them with India's first water repellent cement - ACC Gold Water Shield. With products like Gold Water Shield Cement, ACC has always aimed at creating innovative need-based products and communication that connects with its consumers, just like the stories weaved by Pankaj Tripathi and Zee Cinema that connects with the audiences to get relevant message across.”

Zee Hindi Movies cluster head Ruchir Tiwari added, “We bolstered this integration by connecting the brand messaging directly with our powerful movie line-up and leveraging the perfect influencer to personify the communication.”

Havas Media Group is the media buying partner for the campaign.

As a part of this integration, ACC Cements and Zee Cinema will also co-present the movies - world television premiere of The Power on 27 March at 8 pm and Gunjan Saxena: The Kargil Girl on 3 April.

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