Ambuja Cement withstands The Great Khali, underlines 'giant' strength

Ambuja Cement has roped in WWE star The Great Khali for its new campaign, conceptualised by Publicis South Asia.

 

The film opens with Khali seated on a sofa explaining the difficulties he has faced in life. Another man narrates how Khali would occasionally not understand his own strength. It cuts to a scene of him playing with some children. As he's blindfolded and looking for the kids, he bangs his head against the wall, causing it to collapse. Another scene shows Khali breaking a wall while walking backwards. Khali says that the strength that gave him global fame had become a problem at home. Several such instances are featured where Khali causes damage to walls and floors inadvertently. He says that he wished he was built normally, but his mom would always tell him that he was special. Khali explained how these situations carried on and he felt helpless, until his aunt recommended Ambuja Cement. Heeding her advice, he builds his house with Ambuja Cement. The walls stand firm when he runs into them.

 

Bobby Pawar, MD and CCO, Publicis Worldwide South Asia, said, "Ambuja Cement has been about this giant strength and it has been communicated in previous campaigns. The brief was to do an extension of the giant strength spot. The boys and girls were thinking about this, and this was the coolest idea that popped up. We put one giant's strength against the other. The biggest Indian is The Great Khali. That's where the idea came from. It's a mockumentary on his life. It's a hilarious take on what his life would have been like, in a home that's not built to handle his strength. That's why the tone of the film is how it is."

 

Credits

 

Client: Ambuja Cement

Marketing head: Vivek Deshpande

Agency: Publicis

Managing director, CCO: Bobby Pawar

ECD: Jigar Fernandes

Account management: Paritosh Srivastava, Chandan Jha

Production house: Early Man Films

Director: Ayyappa