UltraTech Cement: 3 Stars, Michelin just called us – #BuyingTeamUltraTech

UltraTech Cement, a cement company, launched a campaign in India to break the mould of how a cement company should operate and transform into an empathetic partner in the home-building process.

The media buying objective

Heavy lies the crown - country's biggest cement company UltraTech wasn't just looking at sitting smug on its laurels - the future was in transitioning from the traditional to the empathetic, and media buying for team had the challenge of conforming to the brand's journey in the way media delivered value to the brand. Changing approaches to adapt to the innumerable ways needed in reaching the consumer efficiently in urban India as well as rural Bharat was paramount. UltraTech tasked us to break the mould of how a 'cement' company should operate and we had to...

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