Conceptualised by SapientRazorfish, the ad film gives masons in the construction industry their due and tries to add a little colour to their grey world
BestMediaInfo Bureau | Mumbai | March 23, 2017
When we see the construction of a building, bridge or dam, we marvel at the magnificence of the end result but we often fail to consider the labour and the hard work behind it.
Cement is a grey substance used by masons to lay strong foundations for many of our dreams. Cement manufacturer UltraTech Cement has come out with a campaign that pays its due to the masons of the construction industry.
Conceptualised by SapientRazorfish, the ad film when it starts is shown in black and white and shows a mason hard at work. When his son, who is also at the construction site, sees other kids playing he wants to join them. But a look from his father makes him sit back down. Then we see a little boy throw some colour on the mason and the film shifts from greyscale to colour. Angry, the mason starts chasing the boy. After a short chase, the mason finally catches up to the boy and is about to hit him when a little colour lands on his raised hand. The mason looks around only to see people celebrating the festival of colours. The man then smears the child’s face with colour and joins the revelry.
“This Holi, we wanted to highlight a person in our industry who has always been overlooked but without whom our industry would come to a standstill. That’s what this film does. Honours that special person,” said Vivek Agrawal, Group Executive President and CMO, UltraTech Cement, Aditya Birla Group.
Speaking about the importance of masons in the industry, Kumar Pillay, Senior Vice-President Marketing Services, UltraTech Cement, Aditya Birla Group, said, “Masons play an important role in the construction chain. It is time that we honoured them for their contribution. As an organisation, we made that happen by adding colour to his life. The film communicates a vital message. SapientRazorfish handled the creatives and the emotions have been captured beautifully.”
Bharatesh Salian, Vice-President, Strategy, SapientRazorfish, Mumbai, said, “Brands, have been, over the last decade, getting more sincere in their approach to reaching out to consumers. More often than not, they tend to miss the ones who enrich the experience for the consumer. With #ColoursOfGrey, we were able to put a spotlight on the ones who took the brand experience to another level.”
Talking about the message behind the film, Dinesh Swamy, Senior Creative Director, SapientRazorfish, Mumbai, said, “The campaign endorsed a mason as the prime element in the film to embrace the message of happiness and celebration. We wanted masons in the industry to feel part of this festivity.”
Client: UltraTech Cement
Vice-President and Head Strategy: Bharatesh Salian
Senior Creative Director: Dinesh Swamy
Head of Strategy: Swapnil Puranik
Associate Creative Director: Sundeep Keramalu
Associate Director: Aliasgar Banatwala
Client Servicing: Madhuri Patwal
Social Media Manager: Geetika Tyagi
Senior Manager, Social: Anadi Sharma
Junior Copy: Krishna Thakkar
Production House: Artha Creations
Director: Ripunjoy B’yum
Producers: Siddhanta Ashdhir, Vikas Katyal, Chandresh J Bhanushali
Music Director: Ajay Vas
Lyricist: Prerna Sahetia
DOP: Naren Gedia