Mumbai, India, May 28, 2026: VML, the global brand and digital transformation agency, has launched a new brand film for Saint-Gobain India, that takes on one of the most enduring misconceptions about glass – that it is fragile, and that it breaks easily.
Conceptualised by VML India, the campaign is built around an insight familiar to almost every Indian household, the film draws from a shared cultural memory. For generations, children playing cricket in neighbourhoods have been warned about one inevitable consequence of an ambitious shot: a shattered windowpane. The fear of broken glass has long shaped where and how children play, reinforcing the perception that glass and cricket simply don’t mix.
The brand’s latest campaign seeks to change that perception.
Through a simple, engaging and emotionally resonant story of children playing cricket, the film demonstrates how modern branded toughened glass has evolved to become significantly stronger, safer, and built for the realities of everyday life. The narrative brings a powerful product truth to life in a way that is both relatable and memorable, aiming to raise consumer awareness around the importance of choosing quality, certified glass solutions when designing living and working spaces.
The campaign arrives at a moment when safety, durability and material quality are top of mind for consumers making construction and design decisions. At its core, the film underscores Saint-Gobain’s commitment to educating the market about the role of branded toughened glass in creating safer environments for families and communities.
Anand Santhanam, Executive Director, Saint-Gobain India Glass Business, said, “As the use of glass in homes and buildings continues to grow exponentially across India, there is an increasing need to ensure that it is installed in the right manner for various applications. In the retail segment, a significant portion of the business still involves glass being used in its annealed form. Over the last few years, we have worked to build a Saint-Gobain Assured Processor Network, through which customers can purchase branded toughened glass (please look out for the Saint-Gobain logo) for retail and project applications, with assurance of strength, durability, and quality.
With the tagline ‘As Tough As Glass,’ we aim to deliver on this promise through our Saint-Gobain processor network. For the end consumer, we wanted to communicate this through a simple and relatable slice-of-life insight that almost every Indian can identify with — a game of cricket and the fear of breaking a glass window. The campaign uses a familiar cultural moment to challenge the long-held perception of glass as fragile and encourage consumers to make more informed choices.”
Babita Baruah, CEO, VML India, added, “The strength of this campaign lies in how naturally the product truth and cultural insight came together. Instead of dramatising toughness in a conventional way, we chose a moment that feels deeply familiar to Indians across generations — children playing cricket near home. The idea was to take an everyday situation where people instinctively expect glass to break, and turn that expectation on its head. That contrast helped us tell the story of branded toughened glass in a way that feels simple, memorable and rooted in real life. The film is being rolled out across digital and social media platforms along with TV spots in IPL and forms part of Saint-Gobain India’s ongoing efforts to drive consumer awareness around high-performance building materials and safer living environments.”
By combining a universally relatable insight with a powerful product truth, the campaign reinforces Saint-Gobain’s position as a leader in innovative glass solutions that help create spaces that are safer, stronger and better suited to modern life.
