ACC Help
Helping build lasting relationships


ACC Help is retail and consumer face of India’s oldest and large “cement manufacturer”.

ACC Help was launched with the objectives

  1. Improve brand equity and
  2. Increase price realisation per bag of cement in a commodity market
  3. Refocus consumer perception from“quality of cement = durability of house” to “quality of construction = durability of house”

ACC Help was a one stop for a layman to learn about constructing an independent house. TheoryM was to suggest an integrated programme to identify people ready to construct, drive traffic to the center and track the customer through the construction period.

The Challenges:

  1. Identifying people ready to construct
  2. Identifying touch points
  3. Tracking the customer through 9 to 12 months
  4. Developing and managing the process

TheoryM Solutions:

  1. An integrated communication package that used
  2. Mass media to create awareness, drive calls, walk-ins and registrations
  3. Manned kiosks outside land registration, electricity/ water board offices
  4. Site visits by promoters cover construction sites and collect data on owner, contractor etc.
  5. Out bound callers to invite owners to the center and track stages of construction

Click on the images below to view our work.