Nuvoco Vistas' new ad campaign: 'Good' cement to build 'good' homes

The new ad campaign steps away from the popular narrative of durability to focus on goodness

When it comes to cement, advertisements invariably lay stress on qualities such as strength, durability and trustworthiness. Nuvoco Vistas Corp Ltd (formerly Lafarge India Limited), which is among the leading players in eastern, central and north India, has gone off the beaten track to focus on “goodness” in its new ad campaign.

The campaign, “Acche ghar ki pehchaan”, comprises two television commercials (TVCs) featuring a kid with the figures of grandfather and father. In one of the ads, a young boy plays with a football as his grandfather reads the papers in the lawn. As the elderly gets up from his