Nuvoco Vistas Corp. Ltd., India’s fifth-largest cement group by capacity, has launched its ‘Mera Bharosa Nuvoco ZERO M’ campaign by appointing 300 dealers as brand ambassadors for its flagship waterproofing product, ZERO M IWC+. The initiative positions dealers as the most credible local advocates, highlighting their role in educating customers and influencing buying decisions.

The campaign features life-sized standees at select dealer outlets, showcasing trusted partners alongside the ZERO M IWC+ container with the tagline: “Ghar ke waterproofing ke liye mera bharosa – Nuvoco ZERO M.” These dealers were selected for their performance, credibility, and long-standing association with the company. By elevating them as community influencers, Nuvoco aims to tackle the industry-wide issue of treating waterproofing as an afterthought.

The Modern Building Materials (MBM) vertical, under which ZERO M falls, spans a wide range of high-performance products including construction chemicals, waterproofing agents, wall putty, adhesives, and dry plaster. On-ground activations have already rolled out across nine states, including West Bengal, Bihar, Maharashtra, Gujarat, Rajasthan, Delhi, Haryana, Uttar Pradesh and Madhya Pradesh, with further expansion planned in Chhattisgarh, Jharkhand and Odisha. Chirag Shah, Head of Marketing, Innovation and Sales Excellence at Nuvoco, said the initiative celebrates the dealers as “true heroes of our business” while reinforcing the company’s reputation as a trusted building materials provider.