UltraTech Cement: Mauka ek – an alert mechanism to sensitize home builders to choose the right cement

UltraTech Cement created the Ghar Ek Mauka Ek campaign to engage audiences in a low-involvement category and solidify its market leadership in India.

The communication goal

To 1.2 Bn people living in India, a 'house' means a standalone dwelling unit and not an apartment or a flat - And 90% of the people who are building their homes are doing it for the first and maybe only time. Due to lack of knowledge and reliable sources of information, the process of building a home is rife with complications & challenges. Hence, to homebuilders, their home becomes a source of social validation and unparalleled pride.

In the process of home building cement is one of the most important components and selecting cement is an...

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