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Ambuja Cement’s latest campaign “Chhatein” (roofs) that promotes their roofing products brings back memories associated with the terrace and roofs.    The campaign underscores the importance of “chhat” in the Indian households as a place of discovery, escape, romance, childhood memories, secret hideaways and open skies.    Instead of playing up the theme of strength, an usual feature in Ambuja films, this campaign attempts to strike an emotional chord.   The brief to the agency was to think beyond Ambuja’s iconic strength and create an emotional connect and that resonates with the roof, without emphasis on the product.   The film draws upon the insight that a “chhat” or terrace is viewed as a place in Indian households sans walls. It is that part of the home that not only brings people together but also transforms neighbourhoods into communities.   The video film has background scores of a poetry penned and narrated by celebrated poet and lyricist Gulzar.   The film is being promoted on social media.

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