A 100 per cent subsidiary of the Italcementi Group, Zuari Cement has churned out an ad campaign. The campaign uses its mascot, the elephant, to highlight its core proposition of strength in an engaging manner. Slated for a six-eight week launch phase, the campaign aims to drive awareness in a clichéd category.
The elephant enters a construction site, walks past a snoring security guard and steps on a trampoline tied across four Zuari Cement pillars. It performs a ballet in mid-air, does flips and somersaults. The routine ends with a perfect four point landing. A falling metal pipe wakes up the guard and he stares in disbelief as the elephant trumpets and walks away. The ad thus displays the product’s ultimate test of strength and the tagline, ‘Asli Taaqat ka Champion’, appears on the screen.
The creative team includes partner/creative director Rudra Sen and the TVC has been directed by Adarsh Gupta. The production house is Nirvana Films and the post production studio is Digital Magic, Bangkok. The media agency on the account is also RK Swamy BBDO.
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