Ad Campaigns
ACC asks “Drama kyon?” in new Gold Water Shield campaign
NEW DLHI: As construction gradually resumes across the country, ACC Limited, one of India’s leading building material manufacturers, has rolled out a new digital-first campaign for its innovative product – Gold Water Shield, a water-repellent cement.
Conceived by 82.5 Communications, the campaign includes a video asset as well as other creative elements for various online and offline touch-points.
Riding on the company’s long history, trust in its products and the distinct streak of innovation present in most ACC products, the Gold Water Shield ad satirises typical ads that resort to ‘drama’ to sell products. In this ad, a smart ACC presenter signs off ‘ACC hai toh drama kyon?’ as his audience, a group of homebuilders, shoos away an entertainer who made an appearance only to convince them that using Gold Water Shield means ‘Paani se no haani’ for their homes. The conviction in the cutting-edge product and the name ACC is enough for the homebuilders.
ACC Limited CMO and strategic initiatives Ashish Prasad said, “ACC has always been an innovator at heart. Gold Water Shield is our testament to that. With such a compelling USP, we decided to talk about it straight up, without frills and drama.”
82.5 Communications chairman and CCO Sumanto Chattopadhyay added, “When you have a product as good as gold and a reputation to match, you can afford to say it like it is. Surprisingly few brands have the stature to carry off this straight-shooting approach, making our communication unique.”
82.5 Communications co-chairman and CEO Kapil Arora said, “ACC is a pioneer in cement manufacturers in the country. And with Gold Water Shield, they’ve introduced yet another extremely relevant offering for Indian consumers looking to avoid leakage problems, right from the time of construction. We’ve seen the product in action ourselves and also spoke to consumers who had used it and now swear by it. That’s where the inspiration of the un-ad came from. No drama. Only delivery. With ACC Gold Water Shield.”
82.5 Communications ECD and creative head Mumbai & Kolkata Mayur Varma said, “Usually, we dramatise the product benefit in advertising. In this case we didn’t have to dramatise it, because the product benefit itself was so dramatic.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
