Mumbai: ACC, the legendary cement brand, part of the Lafarge Holcim group, is ready to launch its new communication campaign. The campaign, which has legs across media, targets the Individual Home Builder who plans to construct his own home.
Talking about the new campaign, Neeraj Akhoury, Managing Director & CEO, ACC Limited says, “We want to build a new ACC every day and add more cement to our 82 years of trust building. Home building is a celebration of a lifetime; a celebration of a home-builder’s achievements. Our message will resonate far beyond the intended audience and appeal to multiple generations”.
Piyush Pandey, Chief Creative Officer Worldwide, The Ogilvy Group shares his view on the campaign, “Cement is a low involvement category. Even though it is a key ingredient in the making of a building, it remains ‘invisible’ to the end user. I think the campaign created by 82.5 Communications overcomes this problem by helping the consumer engage with the ACC brand in an interesting way.”
Ashish Prasad, Chief Marketing Officer and Head – New Products & Services said, “ACC as a brand, has always owned equity and trust in the market. Our brand philosophy is to inspire people to do extraordinary things. Our new campaign communicates that we will be keen partners on their journey towards “KareinKuchKamaal”. In this context, it is imperative to engage with a new generation of individual home builders.”
The campaign, titled ‘KareinKuchKamaal’, has taken a fresh look at the category. Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications said, “Building your own home is a dream come true. But sometimes consumers see the actual process of home building as a challenge. In the new ACC campaign, we have relooked at home-building as a beautiful and joyful process. We roped in international director Anders Forsman to bring a new aesthetic to cement and concrete and to give a magical touch to the portrayal of the construction process.”
“Through this campaign, ACC wants to share the euphoria of building a house with every Indian home builder. The men in red are the personification of this sentiment”, adds Mayur Varma, Executive Creative Director and Creative Head – Mumbai and Kolkata.
Sumanto Chattopadhyay – Chairman & Chief Creative Officer
V.S. Srikanth – Chief Executive Officer
Samrat Bedi – President, West
Mayur Varma – Executive Creative Director and Creative Head, Mumbai & Kolkata
Anuraag Khandelwal – Executive Creative Director and Creative Head, Mumbai
Mohit Ahuja – Senior Vice President
Sheeba Inamdar – Client Services Director
Bhavesh Nainani – Management Supervisor
Selvam Somasundaram – Group Account Manager
Atreyi Nag – Senior Account Executive
JoejeeManthanam – Senior Creative Director
Durga Bangde – Senior Creative Director
Ankur Jain – Senior Creative Director
Sanjay Ujawane – Creative Director
Saman Ansari – Associate Creative Director
Anuradha Roy – Associate Creative Director
Siddhartha Roy – Executive Vice President, Planning
Neeraj Sharma – Senior Planning Director