Content Strategy for ACC Cement

ACC wanted to expand its reach digitally to make its audiences engage with the brand. They visualized refreshing the narrative of the brand and wanted to define their tonality for their customers. 1702 Digital was given the task of making cement as a commodity, into a brand. They wanted to engage the value of cement as an integral part of people’s hopes, dreams, and aspirations.

1702 digital was given the task of including the idea of family into the experience of the product. They wished to innovate by exploring avenues to speak to their audience through celebrities, AI bots, and so on.

Our first move was to conduct a simple competitor analysis and understand their audience in detail. We made customer avatars for them so that we know exactly who are we talking to. Based on the above tasks, we decided their tonality to be informative, positive, solution-oriented, and relying on facts. Their overall brand message was going to be #kareinkuchkamaal. This means to do something unique and magical. It is to not follow the herd but have thought of your own and invest in all positive things that not only benefit you but also benefit others related to you and the environment.