Magicrete launches Kyunki Naya Ghar Banta Hai Magicrete se campaign

Magicrete, India’s frontline producer of AAC Blocks, Construction Chemicals & Precast Construction Solutions, launches a new digital ad campaign “Kyunki Naya Ghar Banta Hai Magicrete se”. The campaign, featuring four digital ad films, communicating the key benefits of AAC (Autoclaved Aerated Concrete) blocks such as faster construction, high thermal insulation, moisture barrier and durability.

The ad films highlight the paramount features of AAC blocks that can help people build their homes better and faster by using innovative construction technologies. The films are humorous take on mundane challenges that people go through during and after the construction of their new homes.  The films showcase various characters interacting and debating whether the house constructed using bricks is new and finishes highlighting the key benefits of alternate method of wall construction using AAC blocks such as:

• Saving upto 30% on electricity bills
• 4x faster construction
• Best-in-class sound rating of 44 dB
• No Seelan, No Shora
• 4 hours fire rating
• Excellent water barrier 

Announcing the campaign, Sourabh Bansal, MD, Magicrete, said, “In India, buying a house is considered a major milestone. People invest their hard-earned life savings to make a home of their dreams. But it can become an expensive and regrettable decision if they end up building one with traditional methods that lack efficacy & durability. Understanding the emotions that one associates with building a house, we strive to deliver quality solutions to help create a durable and strong foundation for their home. Through these films, our idea is to raise awareness about the issues people face while building or living in a home. We aim to help them understand alternatives, such as AAC blocks, which not only offer solutions to these problems but are also sustainable”.

 Curated by Cellar Door Productions, the campaign resonates with the company’s motto - ‘enabling Green construction via modern construction technology’ and highlights the fact that Magicrete offers uncompromising green building materials to ensure that nothing comes in between you and new house.

Talking about the concept, Rishav Rastogi, Director, Cellar Door Productions, said “It was quite serendipitous to find a client like Magicrete, with whom our wavelength matched instantly. Both of our teams wanted to make something which hits the right nerve as building a home is a very emotional moment in one’s life. A moment of pride. But what if your new home is build the old way? Is it still new? And with “Naya Ghar Banta hai Magicrete se”, we have tapped into all this. With relatable and fun puns and wordplay, we wanted to convey that a truly new home in these new times is no longer supposed to be made with bricks but with AAC blocks.”

AAC blocks in recent years have gained deep penetration in many urban areas and is now becoming walling material of choice with increasing awareness. Magicrete AAC blocks have been used in more than 10 million homes till date across the country including famous landmarks like Reliance Refinery, Lodha World One, Diamond Bourse, Pragati Maidan ITPO complex, Parliament of India, Mumbai Metro. Magicrete is India’s largest producer of AAC Blocks with 3 manufacturing facilities, one each in Gujarat, Haryana and Maharashtra. Backed by top-tier investors such as Motilal Oswal Private Equity and India SME, the company’s flagship product AAC Blocks has helped build 10 lacs+ homes using 250 million AAC Blocks, which has saved 60 Lacs+ CBM Soil Erosion, 25 Lacs+ MT Coal, and 2K+ MW Energy. The company currently has over 500 employees.