Publicis Ambience & Ambuja Cement end 4-year association

Ambuja Cement and its creative partner Publicis Ambience have decided to mutually part ways. This mutual decision marks the end of a relationship of almost four years in July this year between Publicis Ambience and Ambuja Cement. 

“When we started our journey together, the goal was to set stage for Ambuja to be counted among India’s Top 10 brands. We all knew that this task can only be accomplished over many years. Nonetheless, our ‘Khali’ campaign did go a considerable way to move us towards the goal. Together we have celebrated that fact that this campaign won accolades from every national and international award – be it for creativity or effectiveness. However, as we assessed the way forward, we understood that we have differences in our vision for the brand and the category and agreed that it would be best if we parted ways at this point in time,” said Srija Chatterjee, Managing Director, Publicis India. 

“It was a fruitful partnership. ‘Khali’ certainly was a new high in our brand building process. Not only did it lock strength with Ambuja inseparably, but also took the brand to a new level,” said Vivek Deshpande, Head of Brand and Marketing Strategy, Ambuja Cement. “However,” he added, “Going forward, we have mutually agreed to part ways to explore a different approach to branding. My best wishes will always be with Publicis. I am sure they will continue to turn out great work for their clients.”