Aludecor has unveiled a new television and digital campaign aimed at raising awareness around fire safety and material performance issues associated with aluminium composite panels (ACP) used at construction sites. The initiative focuses on the risks that arise when material choices are driven by cost or unverified claims rather than proven testing and performance standards.

The campaign features a series of short, on-site narratives that mirror real-life construction scenarios. These films highlight common problems such as colour fading, panel delamination and potential fire safety lapses-issues that often surface long after installation. Actor Amit Sial appears as a contractor who uses everyday site conversations to drive home the campaign’s core message around accountability and verification. The line “Iss liye test nahi toh… trust nahi” anchors the communication, reinforcing the link between testing and trust.

In parallel, Aludecor has drawn attention to its internal quality assurance processes, stating that its ACP products undergo multiple checks for durability, fire resistance and long-term performance. The campaign connects these lab-tested parameters with real-world site outcomes to underline the importance of verified materials.

A key element of the initiative is Aludecor’s decision to open its NABL-accredited in-house R&D and fire testing facilities to the wider ACP industry. As outlined in the campaign, samples will be collected directly from project sites and tested in a brand-blind, anonymised manner, without revealing brand, customer or project details.

Positioning testing as a shared industry responsibility, the campaign speaks directly to fabricators and contractors who bear the brunt of safety and reputational risks when materials fail. Commenting on the initiative, Ashok Kumar Bhaiya, founder and CMD of Aludecor, said the goal is to empower stakeholders with transparency and data-driven confidence, ensuring that safety and trust remain central to material selection.