ITC partnered with Mindshaft Media to execute a targeted on-ground activation for ITC Advance in Assam, aimed at driving product awareness, trial, and preference among trade partners and consumers. A high-impact mobile activation unit travelled across key neighbourhoods, retail clusters, and market hubs, creating strong visibility and recall across the region.

The activation featured informative product display zones, live demonstrations, and interactive engagement counters that highlighted the strength, quality, and application benefits of ITC Advance cement. Localized communication, regional language engagement, and Assam-specific touchpoints ensured relevance and relatability, while curated offers encouraged participation and trial.

By taking the brand directly to high-footfall and trade-centric locations, the activation delivered strong engagement, regional connect, and reinforced ITC Advance’s positioning as a reliable building solutions brand in Assam.