UltraTech: Baat Ghar Ki – Wikipedia of Home Building

Sayami Podder, Preeti Mascarenhas

UltraTech Cement, a national leader in India's cement category, increased sales and brand awareness by changing the narrative and emotionally addressing its consumers' home building journey.

Campaign details

Brand: UltraTech CementBrand owner: UltraTech Cement LimitedAgency: Mindshare IndiaMarket: IndiaIndustries: Industrial & manufacturingMedia channels: Content marketing, Events & experiential, Mobile & apps, Online video, Radio & audio, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Building a home is a highly emotional journey and individual home builders invest their life savings, blood, sweat and courage to build it. It is the badge of competence, through which they fulfill their role as the family protector and provider.

When they embark on this...

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