THEBUSINESSBYTES
BUREAU
BHUBANESWAR,
JANUARY 16, 2026
Aludecor,
India’s leading aluminium composite panel (ACP) manufacturer, has launched a
powerful new television and digital campaign that places rigorous testing and
fire safety at the heart of material selection in construction. Through a
series of relatable, on-site narratives, the campaign highlights how everyday
material failures can escalate into long-term safety hazards, financial losses
and reputational damage for fabricators and contractors.
Shot against
realistic construction-site backdrops, the TVCs spotlight familiar issues such
as colour fading, fire safety lapses and panel delamination — problems that
often stem from decisions driven by cost or unverified claims rather than proven
performance. Actor Amit Sial appears as a seasoned contractor who quietly
“tests” his assistant, reinforcing the campaign’s central message with a
telling line: “Iss liye test nahi toh… trust nahi.”
At the core of
the campaign is Aludecor’s emphasis on transparent, performance-driven testing.
The company’s ACPs undergo 205 mandatory quality and performance tests designed
to ensure durability, fire resistance and long-term reliability under
real-world conditions. The films translate these technical assurances into
tangible outcomes, showcasing panels that retain colour for years,
fire-retardant and fire-resistant properties that restrict or halt flame
spread, and structural integrity that withstands the test of time.
Moving beyond
conventional certification-led storytelling, Aludecor has opened the doors of
its fully equipped in-house R&D centre, complete with NABL-accredited
fire-retardant testing facilities, to the entire ACP industry free of cost.
Samples for testing will be drawn directly from materials supplied at project
sites, ensuring that what is tested is exactly what is installed.
To maintain
absolute credibility, all tests will be conducted in a brand-blind and
anonymised manner, with the testing team unaware of the brand, customer or
project associated with the material. This unprecedented initiative, described
as the Indian ACP industry’s largest voluntary open material test, is
positioned as a nationwide trust movement aimed at raising industry standards.
Through the
campaign, Aludecor calls upon fabricators, architects and builders to question
material claims and make informed choices, bringing testing into focus as a
shared responsibility that can save lives, prevent economic losses and
safeguard professional reputations.
Commenting on
the initiative, Ashok Kumar Bhaiya, Founder and CMD of Aludecor, said the
greatest risk of material failure is borne by fabricators. He added that the
company’s intent is to empower them with facts, transparency and the confidence
to demand fair testing, noting that when materials are tested honestly, trust
follows — and that trust ultimately protects lives and livelihoods.
The campaign
is being rolled out across television and digital platforms, complemented by
billboards and extensive on-ground outreach to fabricators and industry
stakeholders, firmly reinforcing Aludecor’s belief that informed decisions and
rigorous testing are the foundation of safer, more responsible construction.
