Brief Explanation

How do you take a generic benefit and make it a compelling differentiator? How do you get people to make a brand choice in a category dominated by ‘industry experts’ like contractors, masons and architects? Combine them with the task of generating top-of-mind awareness for a brand that hasn’t been advertised in a while, and you have a tremendous, exciting challenge ahead of you…. So what did we at R K SWAMY BBDO/ Bangalore do? We decided to make an elephant fly! Literally. The question on everyone’s mind was- could the elephant stand for anything else other than the brute strength so effectively utilized in the first commercial almost a decade ago? Could we give it a totally fresh spin by bringing out the inner- strength of our hero that went beyond his physical strength? In other words, could we go beyond the obvious to create a new kind of hero – a true champion in every sense? Thus was born ‘Asli taaqat ka Champion!’ An elephant that could perform ballet in mid-air, do flips and somersaults, and execute the perfect ‘four point landing’! All this on a trampoline across four pillars made from Zuari Cement. The ultimate test of strength. Undertaken by a majestic, talented acrobatic elephant.