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...