Mumbai: VML India has launched a new brand film for Saint-Gobain India that challenges the long-standing perception of glass as fragile and easily breakable, using a culturally rooted cricket narrative to communicate the strength and durability of branded toughened glass.
Conceptualised by VML India, the campaign draws from a familiar experience across Indian households — children being warned against playing cricket near windows for fear of breaking glass panes. Through an emotional and relatable story, the film seeks to reframe that belief by showcasing how modern toughened glass solutions are designed to withstand the realities of everyday life.
The campaign aims to build greater awareness around the use of certified and branded toughened glass in homes and commercial spaces, especially at a time when consumers are increasingly prioritising safety, durability, and quality in construction and interior design choices.
Speaking about the campaign, Anand Santhanam, Executive Director, Saint-Gobain India Glass Business, said, “As the use of glass in homes and buildings continues to grow exponentially across India, there is an increasing need to ensure that it is installed in the right manner for various applications. In the retail segment, a significant portion of the business still involves glass being used in its annealed form. Over the last few years, we have worked to build a Saint-Gobain Assured Processor Network, through which customers can purchase branded toughened glass (please look out for the Saint-Gobain logo) for retail and project applications, with assurance of strength, durability, and quality.
With the tagline ‘As Tough As Glass,’ we aim to deliver on this promise through our Saint-Gobain processor network. For the end consumer, we wanted to communicate this through a simple and relatable slice-of-life insight that almost every Indian can identify with — a game of cricket and the fear of breaking a glass window. The campaign uses a familiar cultural moment to challenge the long-held perception of glass as fragile and encourage consumers to make more informed choices.”
Babita Baruah, CEO, VML India, added, “The strength of this campaign lies in how naturally the product truth and cultural insight came together. Instead of dramatising toughness in a conventional way, we chose a moment that feels deeply familiar to Indians across generations — children playing cricket near home. The idea was to take an everyday situation where people instinctively expect glass to break, and turn that expectation on its head. That contrast helped us tell the story of branded toughened glass in a way that feels simple, memorable and rooted in real life. The film is being rolled out across digital and social media platforms along with TV spots in IPL and forms part of Saint-Gobain India’s ongoing efforts to drive consumer awareness around high-performance building materials and safer living environments.”
The campaign will be amplified across digital, social media and television platforms, including IPL broadcasts, as part of Saint-Gobain India’s broader push to educate consumers about high-performance building materials and safer living spaces
