India’s Most Famous Wrestler Stars in India’s Most Hilarious Ad for Cement

The Great Khali struggles with not-so-great infrastructure

Headshot of Marty Swant

It's tough to find a cement commercial that's all it's cracked up to be, but India's Ambuja Cement has managed it with this amusing mockumentary starring an aging WWE wrestler.

The one-minute spot stars The Great Khali, and underlines the struggles that come with great physical strength: The muscle-bound man unveils his sensitive side while inadvertently knocking over walls, crushing ceilings and falling through floors.

All is solved by the end, though, with a little help from the client (whose logo incidentally features a muscle-man hugging a building).

The spot plays off Ambuja Cement's tagline, said Bobby Pawar, managing director and chief creative officer for Publicis South Asia, which created the ad.

"For ages, Ambuja Cement has sported the tagline 'Giant compressive strength,' " Pawar said. "We stared at that for a little less than ages, and the dominoes started falling. What if there was a giant who is too big and too strong for this world, especially his home? What if we did a mockumentary of his troubles? Wait a minute, there is an Indian giant, WWE world champion Great Khali. Hallelujah!"

Pawar said The Great Khali will be featured elsewhere throughout the campaign, including the web, billboards and in on-ground activations.


Client: Ambuja Cement

Director: Ayappa

Executive Producer: Anand Menon

Producer: Milin Shah

Agency: Publicis, South Asia

Agency team: Bobby Pawar, Jigar Fernandes, Jignesh Maru, Ganesh Iyer, Chandan Jha, Ankul Singh

Line Producer (Mumbai): Mrinal Chodankar

Production Manager: Rajesh Margaj

Line Producer (Delhi): Kaushik Guha, Shailendra Kaushik, Lalit Malik

Dop: Vikash Nowlakha

1st AC – Srinivas Achary

Production Designer – Mustufa Stationwala

1st ad: Karan Tejpal

DA: Mandakini Menon

Ad's – Shruti Srivastava & Akshay De

Asst Producer – Alok Potnis

Costumes: Abhilasha Sharma

Makeup – Rohini Foregard

Casting: Sumit & Bhavna

Stunt Team – Parvez Shaikh, Riyaz Shaikh, Vinit

Editor: Prakash Kurup

VFX House: Metropolitana (Spain)

Music: Sameeruddin

Sound Engineer: Kenneth Basumatari

Post: Daniel Fernandes


@martyswant Marty Swant is a former technology staff writer for Adweek.
Publish date: October 20, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT