How hard it’s for a brand to break its category cliché?
The category is relevant to the IHB (Individual Home Builder) or contractors, hence a story around a house was the need for the situation. Then what else can one do, other than combining it with Strength, longevity, etc? But how should one combine it, to sound different as well as relevant in their brand story? And, let me tell you frankly that in no time it will occur to you that there isn’t much scope left to explore in the category. In other words, category relevance that cement can strike with Diwali is the Decoration of the house or home renovation. As evident, none of it speaks about durability. Diwali as a festival is associated with a finished house, not with a house that is being built as the relevance of cement as a product is only during construction.
Objective: To get the above placed perfectly in a never told organic story, was the task at hand! We wanted to stay away from a melodramatic family drama that unfolds on the day of Diwali, a kind of cliched script. We were striving for a fresh perspective on the age-old relationship. That’s how we churned out an innocent story in place of an emotional story. A cute little boy intrigued by seeing his dad doing something, enquires with a “WHAT?” To which the dad answers he is decorating the house. The kid believes it has to be the house’s b’day to look dapper and so readily responds .. “ghar ka B’day hain kya?…” Innocence lights a smile on the dad’s face and so, he chooses not to spoil his son’s imagination…and tells him “Ghar ka b’day bhi hai!…” Son, now wants to know How old is our house? to which his father says, “25 Diwali old hain”, and this number leaves the son mesmerized…
While the house is preparing for Diwali, this little boy prepares a B’day party by making a Card and stealing a laddu to use it as a cake. Seeing the cute little boy’s antics, his parents join him and celebrates ‘Ghar ka b’day’, and this celebration is backed by a beautiful innocent song with the lyrics:
“Salon ke safar ka banake b’day,
Khushi main jhoome baja ke tali( clap)
Ek saal gira thi, Dil ki Diwali!!”
And in the end, the boy meets the B’day boy, who is standing in all its glory decorated with million lights and the emotion takes over as we see a new relationship getting made…And at that moment, Voice over makes a beautiful statement…
Diwali ne ek Masoom si dastak di, aur ek pyaare se rishte ko ghar milgaya, kuch issi tarah aapke saalon ke rishton ko barson tak sanjoye rakhna, hain hamara kamaal ….ACC karein kuch kamaal!
We could celebrate a house’s B’day on Diwali with this innocent narrative thus establishing the longevity claim of ACC cement. This film was well received by the brands target audience receiving over 2.1 million views on YouTube.
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