~ IIT Delhi and IIT Roorkee collaborate on third-party ACP testing as the new film spotlights real fire safety risks in façade materials and the importance of verification before trust ~

Mumbai: Aludecor, India’s premier aluminium composite panel (ACP) manufacturer, has released the latest film in its ongoing ‘Test-Nahi-Toh-Trust Nahi’ campaign, bringing the spotlight to one of the most critical concerns in modern construction – fire safety.

The new television commercial highlights how ACPs, widely used across building façades and interiors, can become a potential safety risk when material claims remain unverified if they lack adequate fire-retardant or fire-resistant properties. Through a sharp, on-site narrative, the film reinforces the campaign’s central thought that materials that claim to be fire-retardant or fire-resistant must first be tested to be trusted. The campaign also reinforces Aludecor’s long-standing emphasis on rigorous product validation, with its ACP panels undergoing 205 performance and durability tests across parameters such as fire reaction, weathering, adhesion strength and environmental resistance before reaching the market.

ACP panels are used extensively in modern architecture for façades, signage and interiors, making their performance under fire conditions a critical safety consideration for architects, builders and façade consultants.

Strengthening this movement, India’s premier institutions, the Indian Institute of Technology (IIT) Delhi and IIT Roorkee, have collaborated with Aludecor to enable independent third-party testing of ACP samples at their laboratories.  The initiative allows architects, builders and fabricators to submit ACP samples for testing, including panels from any brand, introducing an additional layer of scientific validation to material performance claims.

The film highlights how reliance on unverified material claims can lead to serious safety risks, reputational damage for contractors and fabricators, and costly consequences for building stakeholders. With façade-related fire incidents drawing increased attention to material performance, the campaign positions testing as an essential step in responsible construction.

The communication is supported by Aludecor’s industry-first free testing initiative, which allows architects, builders and fabricators to submit ACP samples for fire safety evaluation. The initiative also provides open access to the company’s advanced R&D centre, which houses a NABL-accredited in-house reaction-to-fire testing laboratory, enabling structured and transparent material testing.

To ensure neutrality and credibility, all testing will be conducted in a brand-blind and anonymised format, where the testing teams are not informed about the brand, customer or project associated with the sample. This ensures that the results reflect only the true performance of the material under fire testing conditions.

Commenting on the campaign, Ashok Kumar Bhaiya, Founder & CMD, Aludecor, said: “Through this campaign, we want to bring fire safety into sharper focus and encourage the industry to adopt a culture of testing before trust. When materials are tested independently and transparently, it builds confidence, protects reputations, and most importantly, safeguards lives. This film is also an extension of our more than 7-year-old #BeatTheFire campaign, through which we have been working to sensitize the industry to the importance of using fire-safe materials in construction.”

The film is part of a broader multimedia rollout across television and digital platforms, supported by industry outreach and engagement with fabricators and construction stakeholders. Through this campaign and its testing initiative, Aludecor aims to encourage a shift towards informed material choices and stronger fire safety standards in the built environment.