Mumbai, September 2025.
Nuvoco Vistas Corp. Ltd., India’s fifth-largest cement group by capacity, has launched its “Mera Bharosa Nuvoco ZERO M” campaign, appointing 300 dealers as brand ambassadors for its flagship product from the Modern Building Materials (MBM) business vertical – Nuvoco ZERO M IWC+.
Nuvoco’s MBM business is a vital part of its 360-degree construction ecosystem, offering high-performance finishing solutions. Catering to a fast-growing market, MBM includes Construction Chemicals, Multipurpose Bonding and Waterproofing Agents, Wall Putty, Tile & Stone Adhesives, Tile Grouts, Ready-Mix Dry Plaster, Block Joining Mortar, Dry Bag Concrete, and Cover Blocks under the ZERO M brand.
A striking feature of the campaign is the installation of large, life-sized cutout standees at select dealer stores across regions. Each standee features a trusted dealer alongside a ZERO M IWC+ waterproofing container, accompanied by the tagline: “GHAR KE WATERPROOFING KE LIYE MERA BHAROSA – NUVOCO ZERO M.” These dealers represent Nuvoco’s most valued channel partners, carefully shortlisted based on their performance, credibility, and long-standing association with the brand. The campaign reinforces Nuvoco’s belief that its dealers are its strongest brand ambassadors.
This collaboration delivers tangible value to dealers by elevating them as trusted local influencers and recognising their role in educating customers while building the brand through advocacy. The campaign also addresses a pressing industry challenge — the tendency to treat waterproofing as an afterthought. Given India’s diverse climatic conditions and evolving construction practices, early-stage waterproofing is crucial. Through this initiative, Nuvoco empowers its dealers to educate and guide consumers, contractors, and masons from the ground up, creating awareness about the benefits of proactive waterproofing solutions like ZERO M IWC+.
The on-ground activations are already live in West Bengal, Bihar, Maharashtra, Gujarat, Rajasthan, Delhi, Haryana, Uttar Pradesh, Madhya Pradesh and have garnered significant attention and engagement. Encouraged by this success, the initiative has further rollout plans in the states of Chhattisgarh, Jharkhand, and Odisha over the coming months.
Chirag Shah, Head of Marketing, Innovation and Sales Excellence at Nuvoco Vistas Corp. Ltd., said:
“Through the ‘Mera Bharosa Nuvoco ZERO M’ campaign, we are celebrating the true heroes of our business – Our Dealers. At Nuvoco, we know that trust is forged at the ground level and true credibility comes from those who serve our customers every day. These dealers are trusted advisors in their communities, whose recommendations shape brand perception and influence buying decisions. This campaign reflects our commitment to strengthening Nuvoco as a brand anchored in trust, and it aligns with our mission of being a Trusted Building Materials Company Creating Value for our Stakeholders.”
