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Home » Campaigns » ACC Cement grabs eyeballs in Patna with innovation

ACC Cement grabs eyeballs in Patna with innovation

By Nabamita Chatterjee - March 17, 2015

Executed by Brite Neon Signs (P) Ltd for ACC, the innovation was strategically located to draw the attention of the large number of people on the road who would halt at the crossroads


Leading cement brand ACC Cement recently came up with an innovative outdoor innovation at one of the most important crossings in Patna city. Executed by Brite Neon Signs (P) Ltd for ACC, the innovation was strategically located to draw the attention of the large number of people on the road who would halting at the crossroads.

On the innovation, S Sundaram, Marketing-in-Charge of ACC Limited, Bihar, said, "The objective behind the innovation was to highlight our premium range of products to customers who are mainly in the 35-50 age group. The two bags in the creative highlight ACC Plus and ACC F2R and we are getting a tremendous response from our target audience.”

This is one of the first-of-its kind innovations implemented in this region which showcases the two backlit cement bags of 6' height which can rotate 360 degrees. The lettering ACC and the branding has been done using LED with acrylic covers.  The idea of rotating cement bags has been derived from the TVC of ACC and the outdoor innovation complements the entire campaign approach of the brand.

Brite Neon Signs had to make the backlit 3D bags cut-out with rotational feature. Complete electrical circuit had to be made and placed with motors to illuminate the LEDs installed inside the cut-outs of the bags. The innovation was particularly attractive to view at night.

Sundaram said on a concluding note, "Last year also we executed five innovations in the city of Patna for ACC Cement and we plan to roll out more innovative media in the coming FY. We are planning another innovation with ACC F2R on bus shelters of Patna very soon.”

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