UltraTech Cement

Ajay Dang - Joint Executive President Sanchita Ganguly - Head - Brand Building Mahdi Syed - Head - Digital & Social

Infectious Advertising *Lead Agency

Nisha Singhania - Founder Ramanuj Shastry - Co-Founder Parth Walse Patil - Copy - Head Yogesh Adwal - Brand Partner Viraj Chogre - Video - Head Upasana Naithani - Business Head - Digital Subodh Chaubey - Copy - Head

In a category predominantly focused on product functionality e.g. strength, industry leader UltraTech Cement attempted to claim the emotional high ground by changing the narrative to something the consumer deeply cared about- building their home. The goal was to position UltraTech Cement as a partner in people’s home building journey by providing them expert advice and tips. After one year, 60% of the consumers associated UltraTech Cement as an ‘expert home building companion’ (Source: Brand Health Track)