As Ambuja Cement, Publicis part ways...

And a look at what Nakul Chopra's first reaction to the ad was.

Publicis' communications team sent the following press release earlier today:

Ambuja Cement and its creative partner Publicis Ambience have decided to mutually part ways.

"When we started our journey together – the goal was to set stage for Ambuja to be counted among India's Top 10 brands. We all knew that this task can only be accomplished over many years. Nonetheless our Khali campaign did go a considerable way to move us towards the goal. Together we have celebrated that fact that this campaign won accolades from every national and international award – be it for creativity or effectiveness. However, as we assessed the way forward, we understood that we have differences in our vision for the brand and the category and agreed that it would be best if we parted ways at this point in time." Said Srija Chatterjee, Managing Director, Publicis India.

This mutual decision marks the end of relationship of almost four years in July this year between Publicis Ambience and Ambuja Cement.

"It was a fruitful partnership. Khali certainly was a new high in our brand building process. Not only that it locked strength with Ambuja inseparably, but also took the brand to a new level', said Vivek Deshpande, head of Brand and Marketing Strategy, Ambuja Cement. "However", he added, "going forward, we have mutually agreed to part ways to explore a different approach to branding. My best wishes will always be with Publicis. I am sure, they will continue to turn out great work for their clients."

A look at the agency's award-winning Khali ad for the brand, about which Nakul Chopra, chief executive officer, Publicis, South Asia, said, in a recent interview with afaqs!:

"When I saw the 'Khali' film for the first time with Bobby, I was underwhelmed by it. I was worried. I told Bobby (Pawar) what I felt. He said, 'It didn't make you laugh, right?' I said, 'Right, it didn't.' Bobby said, 'Okay. Go home. Don't worry.' The next morning he showed me the same film. I swear to you, I couldn't tell the difference; it was the same film I saw the previous night. But it made me laugh this time around. When I asked Bobby what he did, I learnt something invaluable - when you want to make somebody laugh, you have to give enough pause. Don't move to the next scene before they can laugh. So all he did was increase a few frames on a few shots."