The are of being subtle is lost in a world that increasingly seeing everyone screaming at the top of their voices. It can be seen in all form of communications, not just speech. On TV you see people with exaggerated facial expressions an gestures, in Markets you can see “My board is bigger than yours” syndrome. In a world like this, it was a pleasant surprise to see this ad.

Spotted this ad at the back of a BEST bus.

I guess the ads of this cement have found the sweat spot to hit. You have cement ads that talk about trust, international market, and experience, anti rust capabilities. Ambuja cement is among the few who are actually talking about the most basic and most important thing-Strength. It is also the company that is doing it most effectively because when I try to think about any cement ad talking about strength, I am unable to recall one.