UltraTech Cement: Ghar Ek Mauka Ek – one home one chance

UltraTech Cement, India's largest cement manufacturer, launched the campaign message 'Ghar Ek Mauka Ek' (One House One Chance) to clear confusion and sensitise people on not compromising on the quality of cement, strengthening its position as the number one cement brand.

Campaign details

Brand: UltraTech CementAgency: Mindshare IndiaRegion: APAC

Strategy

Objective

For about 90% of people in India, building a home is a once-in-a-lifetime event. Not only do they put their heart and soul into it, but most of their earnings too. Thus, when building their house, these Individual Home Builders (IHB) avoid cutting corners and opt for the best. The cement category is flooded with brands, each claiming to be No. 1, in their own right. These claims are misleading and IHBs are left confused as to which cement is the number one.

Factually, UltraTech...

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