To communicate Ambuja Cement’s giant compressive strength, we simply used a giant.

The Great Khali. A giant, both literally and in terms of international popularity, brought our idea to life. A mockumentary (mock documentary) on Khali showed his struggles living in a home incapable of handling his own strength. And how Ambuja came to his rescue.

The execution of the idea saw Dalip Singh Rana, better known as The Great Khali going a step further by actually sharing photos and memories from his childhood. This made the film appear a whole lot more realistic and helped bring the humour to life.

Moreover, casting a wrestler of international repute without losing the national touch, helped leverage the brand tremendously. Rather than laughing at Khali viewers laughed with him. And with Ambuja Cement coming to his rescue, the brand cemented a special place in the hearts of the viewers.

The film garnered 1 million authentic views on Ambuja Cement’s official YouTube page within 3 days of its release. While Buzzinton Post dubbed our film as The Most Viral Ad of 2015, ScoopWhoop picked it as their favourite ad of 2015.

Though the commercial was created for Indian consumers, its success online caught the attention of the entire world. From Buzzfeed to Fox Sports, Khali charmed all who chanced upon the ad. Even the top news channels of the nation gave a thumbs up to our ad.

As far as the brand goes, Ambuja has cemented itself as the Number 1 cement brand* in the minds of its consumers.

*Neilson 2015 TOMA

With CNN, The Huffington Post, The Independent, USA Today, Business Standard, The Economic Times, First Post, NDTV, IBN7 among others covering our film, the campaign delivered gigantic returns i.e. 17.4 Million USD in earned media.