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Ye Diwaar nahi tutegi
The X Factor of 'wall' has already been on advertising for a long time. Airtel, for instance, was talking about breaking the walls (Diware Gir Jaati Hai), while Ambuja Cement was talking about solid walls (Ye Diware nahi Tutegi). Though the two ads had different ideas, everyone who had the opposite idea in the same line must have noticed.
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In the opening shot of a television commercial, an orphanage caretaker introduces Choksi Saheb to the village's children. Children realize that a hotel is being built in the place of their orphanage. At that time, a little boy comes forward and says, 'Sir, last time too...' But an older boy makes him quiet.
The following day, the hardhearted Choksi Saheb arrives with a massive bulldozer. The bulldozer inflicted a mighty blow on the orphanage when Choksi Saheb gives the signal, but no result is found. The little boy tries to argue again, but this time too, he is silenced by the older boy. Choksi Saheb tries his best, but he does not get any success.
The young boy comes to him and says, 'Oh sir, this wall wasn't broken even last time.' A frustrated Choksi Saheb leaves with his men and the children, and the caretaker starts dancing in joy. In the background, a sound is played, 'Ambuja Cement. Yeh deewar Nahi tutegi.'
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Ambuja Cement has been promoting its powerful cement philosophy for a long time. The company even made visuals of a giant and broken hammer. In their most memorable ad, two brothers are trying to break the wall between their homes. In which Boman Irani made the ad very well known. After that humorous effort, the company released an emotional ad with a grandmother.
Priti Nair, then national creative director of Grey Worldwide, says that the character strength was shown by the caretaker and children of the orphanage. Besides, the plot with the children element, and like a Bollywood film, was very useful in showing' good versus evil'. Nair and her team wanted to avoid stereotype ads at that time. So she decided to show underdogs' victory instead of the typical big building and pride of ownership.
Abhinav Dev of Ramesh Dev Productions was the director of the advertisement. According to him, it was essential to show the perfect balance of humor and emotion. That's why the whole episode of the little boy was added to the ad.
This is how Ambuja Cement's ad was made and launched. People were able to relate to the ad immediately, and that's why the ad was so successful.
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