Ambula Cement has put forward the benefits of its strong cement with a spot showing the destructive (if accidental) tendencies of former WWE wrestler The Great Khali.
The slot, which mustered over half a million views in the space of three days, mostly in India, shows the colossal grappler's everyday struggles as he smashes through the walls (and floors) of his poorly constructed house.
The creative from Publicis puts forward the solution for Khali’s problem: using Ambula Cement in the construction of his house.
Bobby Pawar, managing director and chief creative officer of Publicis Worldwide South Asia, told Campaign India: "Ambuja Cement has been about this giant strength and it has been communicated in previous campaigns.
“We put one [Ambula's] strength against the other... the biggest Indian, The Great Khali. It's a mockumentary on his life, a hilarious take on what his life would have been like, in a home that's not built to handle his strength."