Campaign details
Brand: UltraTech CementLead Agency: Mindshare IndiaRegion: APAC
Strategy
Objective
UltraTech Cement is the largest manufacturer of cement in India operating at 57% share of voice in the cement category and 11% in Building & Construction. The cement category narrative has always been focused on the functional aspects of cement like, strength and durability. 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...