Mumbai: Aludecor, an aluminium composite panel (ACP) manufacturer, has unveiled its latest television and digital campaign highlighting real on-site construction risks and reinforcing the importance of material testing before purchase. Featuring acclaimed actor Amit Sial as a sharp-witted contractor, the campaign brings to life everyday challenges such as colour fading, fire safety lapses, and panel delamination, emphasizing that “Iss liye test nahi toh… trust nahi.”
Set against authentic construction-site scenarios, the films showcase how choosing materials based solely on price or claims can lead to long-term damage and safety hazards. Amit Sial’s character subtly “tests” his assistant, demonstrating the value of verification and transparency in material selection.
Aludecor ACPs undergo 205 mandatory quality and performance tests to ensure durability, fire resistance, and long-term reliability under real-world conditions. The campaign goes beyond standard certification by offering the ACP industry access to its NABL-accredited in-house R&D and fire-retardant testing facilities free of cost. Samples are collected directly from site-supplied materials, and testing is conducted in a brand-blind, anonymized manner—ensuring impartiality for both fabricators and projects.
Commenting on the initiative, Ashok Kumar Bhaiya, Founder & CMD, Aludecor, said, “The biggest risk of material failure is borne by the fabricator. Our intent with this movement is to arm them with facts, transparency, and the confidence to demand testing. When materials are tested fairly and honestly, trust follows, and that trust ultimately saves lives and livelihoods.”
The campaign is being rolled out across television and digital platforms, supported by billboards and on-ground engagement with fabricators, architects, and builders. Aludecor’s movement seeks to elevate testing from a regulatory requirement to an industry-wide practice, promoting safer construction, avoiding economic losses, and protecting reputations.
Credits:
Campaign elements: Brand Film
Client: Aludecor
Creative Agency: Shreyansh Innovations Pvt. Ltd.
Director (of the film): Shikha Makan
Production House: The Three Film Company
