MUMBAI: The ad campaigns of Ambuja Cements and ACC – ‘Mazbooti Ki Misaal’ and ‘Bharosa Atoot’ – have targetted audiences on Connected TV (CTV) platforms. Partnering with Starcom India and Frodoh World, the reach of these campaigns has been expanded. The ad films are now streaming across OTT platforms like Disney+ Hotstar, Sony LIV, Zee5, and Jio Cinema.
This move is designed to target a fresh audience demographic, amplifying brand visibility and reinforcing recall in a brand campaign push.
Ajay Kapur, CEO, Cement Business, said, “In today’s fast-paced media landscape, our leap into connected TV advertising is a testament to our innovation ethos. Our aim is to target a fresh, engaged audience, boosting the visibility and resonance of our iconic brands. Our strategic step to captivate CTV viewers is about staying connected and memorable in a world where brand interaction is key to our B2C success.”
‘Mazbooti Ki Misaal’s ad film showcases the story of a family and their Giant Elephant. Amid a quaint home, the child and the elephant share moments, from flying kites to splashing water and storytelling. The film aims to emphasise daily routines where the mother cares for both child and elephant. Ambuja Cements looks to show its attributes of mightiness and dependability with the Giant Elephant’s mishap, highlighting the brand’s ‘Giant Compressive Strength’.
Meanwhile ACC’s ‘Bharosa Atoot’, depicts the journey of a military personnel, emphasising “trust” as the cornerstone of the brand. Symbolism abounds in the ad, from navigating hill roads to portraying a mother’s guidance and a family reunion. The aim is to represent the legacy and trust associated with ACC said the company. The goal is to lead viewers on a journey showcasing the significance of its constructions and their positive impact on individual’s lives and the nation at large said the company.
