Ambuja Cement
Service Provided
Ambuja Cement, part of the Adani Group, is one of India's leading cement manufacturers with a legacy of innovation in building materials and sustainable construction practices across the country.
Ambuja Cement × Progcap: Bringing a Co-Branded Fintech Product to Life
When Progcap, a long-term Everything Design client, partnered with Ambuja Cement to launch a co-branded BNPL (Buy Now, Pay Later) card for retailers and distributors, the challenge wasn't just about creating a video — it was about making a complex fintech product instantly understandable to a non-technical audience.
Ambuja Cement, one of India's largest cement manufacturers and part of the Adani Group, needed a product launch video that could communicate the value of this new financial instrument to their distribution network. Everything Design took on the complete production — from scripting and conceptualization through to final animated delivery.
The team crafted an animated explainer that walked viewers through the BNPL card's benefits: how retailers could purchase Ambuja Cement products on credit, manage repayments digitally through Progcap's platform, and grow their businesses with improved cash flow. The animation approach was a deliberate choice — one of Everything Design's earliest ventures into animated explainer video production — allowing the team to visualize abstract financial workflows in a way that live-action simply couldn't achieve.
Beyond the hero video, Everything Design also produced marketing collaterals including posters and promotional materials to support the product launch across Ambuja Cement's dealer network. The animation work was executed in collaboration with a specialist partner, reflecting Everything Design's approach of assembling the right talent for each project's unique requirements.
This project exemplifies how a single client relationship — the ongoing partnership with Progcap — can open doors to working with enterprise-scale manufacturing brands. For Everything Design, it was a milestone that expanded the agency's capabilities into animated video production while demonstrating its strength in brand video production for product launches.