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Infra.Market, a leading construction materials platform, has launched a fresh and engaging campaign for its AAC (Autoclaved Aerated Concrete) blocks, titled 'Majboot Blocks, Majboot Deewarein.' The integrated campaign, created by ^ a t o m Network, breaks away from the traditional, technical tone often used in the construction industry. It uses humour and features Indian actors Brijendra Kala and Tiku Talsania to highlight the strength, reliability, and durability of Infra.Market’s AAC blocks.
The catchy phrase 'Majboot Blocks, Majboot Deewarein' reinforces the superior quality of these blocks while entertaining the audience in a light-hearted way. “We wanted to bring a fresh, human-centred approach to an industry often dominated by technical jargon,” said Abhijeet Jhawar, Chief Marketing Officer of Infra.Market. “This campaign is designed to resonate with contractors, masons, and homeowners, emphasizing the long-lasting and sustainable nature of our AAC blocks.”
Yash Kulshresth, CCO and Co-founder of ^ a t o m Network, shared, “With this campaign, we’ve used fun and hyperbole to highlight the strength of AAC blocks. Our aim is to challenge the traditional use of bricks and encourage the audience to consider more sustainable building materials.”
Infra.Market’s AAC blocks are known for their superior strength, energy efficiency, and eco-friendliness. With a national presence across nine plants, Infra.Market is committed to sustainable construction practices. Their AAC blocks help reduce the environmental impact of building projects, offering an eco-conscious solution for a variety of construction needs.
