UltraTech Cement: Baat ghar ki phir se

UltraTech Cement, a cement manufacturer in India, increased its reach, views and brand message recall by helping individual house builders understand the process of building a house.

Campaign details

Brand: UltraTech CementAgency: MindshareRegion: APAC

Campaign video

Strategy

Objective

UltraTech Cement is the largest manufacturer of cement in India. It owns 57% share of voice in the cement category and 11% in Building & Construction. The entire cement category's narrative has always been focused on the functional aspect of cement i.e., strength. Top players are looking for unique ways of saying the same thing and focusing on different aspects like longevity, durability, and exaggerated claims of strength. Cement industry has historically been a low involvement category, and the consumer relationship with the category...

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