MAM
Ambuja Cement reprises its ‘Deewaar’ TVC with Boman Irani
Mumbai: Ambuja Cements Ltd has once again teamed up with actor Boman Irani to reprise its epic ‘Ye Deewaar Toot Thi Kyu Nahi’ premise in its latest commercial outing, albeit in a new avatar titled ‘Deewar 2’.
The cement brand’s new TVC features the actor, this time accompanied by another delightful talent, Vinay Pathak in an entertaining creative with elements of comedy, action and drama thrown in, just like its hugely successful and much-loved predecessor.
With Irani playing ‘bapu’ this time with grown-up sons, the cement brand is set to recreate the magic of its classic ‘bhai-bhai’ commercial that went on to become a part of pop culture with the epic line “Bhaiya, ye deewar tootati kyon nahin?”. The latest creative, conceptualised in collaboration with Keroscene Films once again showcases the brand’s ‘Viraat Strength’ with a fresh quirky and humorous take.
The TVC takes the tale of what happens when an unstoppable Boman Irani once again meets ‘the unbreakable Ambuja Cement Wall’ two steps ahead, even incorporating time-lapse and aging the actors in a 60-second film. The sequel brings to life the character of one of the brothers from its earlier tale of estranged brothers, both of whom were performed phenomenally by Irani.
“This was a really fun script to bring to life. We had the advantage of great actors like Boman and Vinay, but it was also very demanding with the aging and time-lapse involved,” said Keroscene Films producer and director Rajesh Saathi of the film’s execution. “What was particularly satisfying for us was the music, as the track reflects the ‘plot’ in the story, with the sound design having to work at multiple levels.”
Launched nearly two decades back, the evergreen ‘bhai-bhai’ TVC showcasing the tale of estranged brothers who desperately wish to break down the wall between them has gone down in advertising annals as a creative that managed to tie in the brand purpose with creativity, Bollywood style drama and quirky humour.
“A new Ambuja ad is always a challenge with the benchmark being set so high with previous ads,” said Ambuja Cements Ltd chief marketing officer Ashish Prasad. “Our conscious effort was to create a new story that amplifies the familiarity and fondness people have for Ambuja and its inimitable brand of humour.”
“With a legacy of over 35 years, Ambuja Cements takes pride in its brand philosophy that ‘strength of the cement lies in the strength of emotion’,” stated Ambuja Cements Ltd MD & CEO Neeraj Akhoury.
“As always, Ambuja Cement connects with small-town India and narrates the story with a playful twist, one that connects with the heart, is entertaining and has an unexpected winner,” he added.
‘Deewar 2’ has been conceived as a 60 second and 30-second film for television and YouTube and is being run with a big media push on mainline and regional TV channels along with a digital campaign.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
