UltraTech Cement Ltd sponsored a streaming of the Indian Premier League to advertise its cement in real time.
To approximately 1.2 billion people living in India, a house is a standalone dwelling unit and not an apartment or a flat — and 90 percent of the people who build their houses in India are doing it for the first and maybe only time.
Cement is the most important component in home-building, and selecting which cement to use is an irreversible decision. With consumers putting their blood, sweat, and tears into building their homes, it is imperative that they understand the importance of building it with trusted materials like UltraTech. Thus, the objective was to build unparalleled trust among home builders and emphasize the fact that they only have one chance to build their homes right.
In a marketplace inundated with cement brands claiming to be the "best" in their own region, the term "India's No.1 Cement Brand" had lost its meaning, and discerning the best cement among different shapes, sizes, and quantities became an uphill task for homebuilders. Considering the high stakes and investment of building a house, UltraTech decided to occupy this space by strategically positioning itself as the empathetic expert and not just a commodity in home building. UltraTech used situations and passion points relevant to reach the common consumer through strategic choices of media properties.
UltraTech's primary target audience was an individual home builder (IHB), which comprised a 25- to 54-year-old men living in Tier 2 to 3 cities and rural areas. This audience makes up 75 percent of the home building business. Ninety percent of IHBs build their homes only once in their lives. However, with this campaign it was important for UltraTech to expand the audience and maximize reach to communicate the irreversibility of cement to a larger audience.
The compelling message, "Ghar ek mauka ek, isliye cement bhi desh ka No.1," ["One home, once chance — build it with India's No. 1 cement"] emphasized the importance of not compromising on cement quality when building one's dream home. To truly resonate with consumers, this message needed to be effectively communicated through media, at key touchpoints, and with relevant properties. Hence, UltraTech not only maximized reach and impact, but also created a memory structure for "mauka ek" moments in widely viewed media.
UltraTech launched its brand campaign "Ghar ek mauka ek, isliye cement bhi desh ka No.1" to emphasize the importance of choosing the right cement, while positioning its proposition of being India's No.1 cement brand. The brand created an alert mechanism, "Mauka Ek" to highlight the permanence of cement choice.
UltraTech, partnering with Mindshare India, deployed the marketing campaign in four phases:
As India's largest cement manufacturer, UltraTech owns a 74 percent share of voice in the cement category and 17 percent in the building and construction category. Even with a dominant share of voice in media, reaching a larger scale of people across the country was a challenge for UltraTech. The strategic choice of mediums for its consumers residing in Tier 2 to 3 cities and rural areas helped the brand build a deeper connection and trust.
The campaign:
The campaign also drove an impressive increases in brand scores and value:
