Almost every cement brand talks about strength. The task was to tell the same strength story differently.

Enter The Great Khali. The 7 feet 350 pound WWE champion from India - a giant, both literally and in terms of international popularity.

We told a story about this giant’s struggles with living in a home incapable of handling his strength. And how Ambuja Cement came to his rescue.

Almost every cement brand talks about strength. The task was to tell the same strength story differently.

Enter The Great Khali. The 7 feet 350 pound WWE champion from India - a giant, both literally and in terms of international popularity. We told a story about this giant’s struggles with living in a home incapable of handling his strength.

And how Ambuja Cement came to his rescue.

The execution saw The Great Khali, a world-renowned Indian wrestler and WWE (World Wrestling Entertainment) champion taking centre stage.

While other Indian brands spent a fortune on roping in international brand ambassadors like Lionel Messi, Khali was not used as just another brand ambassador.

Khali’s presence was essential to the idea and his popularity only added to the success of our campaign. Moreover, an India endorsing an Indian brand made a lot of sense.