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Ambuja Cement brings a montage of nostalgic moments on the ‘chhat’

The film ‘Chhatein’ is the third and latest in a series of films by Ambuja for its digital campaign #ChhatPeMilteHain that are based on true events that took place on rooftops. The brand is promoting its premium cement variant ‘Ambuja Plus Roof Special’

Click on the image to watch the TVC.

Ambuja Cement has launched a third film in its series of films based on true events that take place on the ‘chhat’ (roof), as part of its #ChhatPeMilteHain campaign for its premium cement offering ‘Ambuja Plus Roof Special’.

The first film was released in July 2017 and was based on a real life love story – Guptaji ki Kahaani. The second film was launched around Independence Day in 2017 and was titled Salim aur Shankar ki Kahaani. The third film released earlier this month is titled Chhatein.

Vivek Deshpande, Head of Brand and Marketing Strategy, Ambuja Cements, said, “Chhat is where people have many nostalgic moments. For a cement brand that has a special cement for chhat called Ambuja Plus Roof Special, it is only logical to rekindle these memories and engage people with the brand. The current film is the third in the series of films Ambuja has uploaded on the social/digital media. The engagement began in July last year with a film on an old couple, followed by two communities hoisting the national flag on chhat.”

Chhatein is a five-minute film. This entire film is held together with a beautiful poetry penned and recited by none other than Gulzar. While talking to the Ambuja team, Gulzar referred to it as one of his finest pieces of work in these times. The film that celebrates chhat (roof/terrace) and the significant role it played in our life has been released across various digital mediums, including Youtube and Facebook, rediscovering special memories that each of us has. The film was shot in Lucknow, Udaipur and Varanasi.

Deshpande said, “It is in line with our overall brand strategy. We are using social media for deeper engagement with the consumer. We would like that viewers share and relive their moments with the brand. More than 3,000 people have shared their own heart-warming stories in the last six months of breaking our campaign.”

The film ‘Chhatein’ is the third and latest in a series of films by Ambuja for its digital campaign #ChhatPeMilteHain that are based on true events that took place on roofs.

Link to First Film: Guptaji ki Kahaani (released in July 2017)

Link to Second Film: Salim aur Shankar ki Kahaani (released in the Independence Day Week August 2017)

The ‘chhat’ in Indian households is a place of discovery, of childhood, of escape, of romance, of derring-do, of secret hide-always and open skies. But most of all, the chhat was a place without walls. It was a place of gathering, where children, friends, neighbours and generations came together. The recent film pays a tribute to that love and bonding that turned houses into homes and neighbourhoods into communities.

Ullas Chopra, National Creative Director (NCD), Triton Communications, said, "The last two films ‘Guptaji ki Kahani’ and ‘Salim aur Shankar ki Kahaani’ were individual stories of the ‘Chhat’. For this film, the agency decided to remind people of the many wonderful memories of the chhat that we all have and celebrate the roof as a place without walls where relationships were strengthened, bonds were built. Where family and gathered and where neighbourhoods became communities. Chalo #ChhatPeMilteHain is planned to be a campaign that invites people to rediscover the Chhat and its many joys."

Link to campaign:

Credits:

Script and Narration: Gulzar

Creative Agency: Triton Communications & Digimo

Production House: Mojo Media LLP

Director and Editor: Vipin Parasher

Music Composer: Arjunna Harjaie

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