UltraTech Cement: How UltraTech leveraged multiple mobile channels to establish itself as a home building companion

UltraTech Cement, a cement manufacturer, launched a campaign in India to address all end-to-end home building queries and establish the brand as the go-to for home building related information.

Campaign details

Brand: UltraTech CementLead Agency: MindshareRegion: APAC

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 was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands