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WWE wrestler Khali stars in cement advertisement

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World Cement,

Ambuja Cement has employed WWE wrestler The Great Khali to star in its new advertising campaign, conceptualised by Publicis South Asia.

The advert begins with Khali explaining the difficulties he has faced in life. Khali would occasionally not understand his own strength. Khali regularly breaks a wall while walking backwards. Khali says that the strength that gave him global fame had become a problem at home. Khali explained how these situations carried on and he felt helpless, until his aunt recommended Ambuja Cement. Heeding her advice, he builds his house with Ambuja Cement. The walls stand firm when he runs into them.

Bobby Pawar, MD and CCO, Publicis Worldwide South Asia, said, "Ambuja Cement has been about this giant strength and it has been communicated in previous campaigns. The brief was to do an extension of the giant strength spot. The boys and girls were thinking about this, and this was the coolest idea that popped up. We put one giant's strength against the other. The biggest Indian is The Great Khali. That's where the idea came from. It's a mockumentary on his life. It's a hilarious take on what his life would have been like, in a home that's not built to handle his strength. That's why the tone of the film is how it is."

Edited from various sources by Joseph Green. Sources: Campaign India, International Business Times,

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