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82.5 Creates an Innovative Campaign for ACC

MediaInfoline February 21, 2019

ACC, 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.

Watch the campaign at –here


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


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