Cement major ACC has launched a help service for first time home builders, through a set of dedicated teams in small towns. Through the service, ACC will guide customers in building a home, leveraging 72 years of its expertise in the cement sector.
The service is especially aimed at individual homebuilders in tier 2 and tier 3 cities as well as semi-urban locations, many of whom are not fimiliar with the art of home-building.
Through a unique television commercial, ACC is trying to communicate that there is no place too remote and no project too tiny for the company to send help across to. This message is communicated through an innocent and sincere story that is truly visually evocative.
A rustic man stares at the horizon from his remote, site on the mountains. He voices his dream of building a palace that reflects his own honesty and integrity, which will house light, laughter and a never-ending stream of visitors. Simultaneously, the film follows the journey of a young man in a van, through inclement weather and challenging terrain.
"I've heard your company helps anyone build. I know it is remote and small, but to me, my house is a palace. Will you help me?" says the rustic man whose expression of wonder and joy says it all when he sees that the mud caked van that has arrived at his site is actually the ACC help van.
The communication is, therefore, aimed at individual homebuilders in tier 2 and tier 3 towns as well as semi-urban locations, many of whom are completely uninitiated to the art of home-building.
"ACC has many firsts to its credit and we're sure that this new service initiative, born out of a desire to help initiate people in good construction practices, will further reinforce our category-leader status", says Mr. J. Dattagupta, Chief Commercial Officer, ACC Cement.
Everest Brand Solutions, ACC's communications partner, came up with the idea of branding this unique value-added offering as "ACC help" – a no-frills, simple name that instantly conveys what the initiative is all about. Once the company had its support structures in place for this service, the task before the agency was to communicate the sincerity behind this initiative in as lucid and honest a manner as possible.
ACC scores very high on Brand Equity, and has been a superbrand for many years running. Supplementing this position are pioneering ideas such as this.
"Given the spurt in Cement advertising, it was important to taka a differentiated positioning. We've always been clear that the offering as well as the advertising is to the end consumer, where we engage with him at an emotional level. Staying the course along these principles has resulted in value creation for the Brand," adds D. Rajappa, President, Everest Brand Solutions.
