UltraTech Cement Limited is the cement flagship company of the Aditya Birla Group. A USD 8.4 billion building solutions powerhouse, UltraTech is the largest manufacturer of grey cement and ready-mix concrete (RMC) and one of the largest manufacturers of white cement in India. Besides being India’s number one cement brand, it is a trusted home building partner.
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UltraTech Inspires 3.5 Million Home Builders With One Tap in a Category-First Move
Solution
Understanding consumers, Identifying target audience, Engaging with customers3.5 Million+
Home Builders Reached
2 Minutes
Average Time Spent per Session
4x
Higher Engagement Rate*
*Compared to the Platform Benchmark
Most Indians building their homes are first-time home builders, making it critical for them to trust the right resources and gain knowledge. UltraTech Cement Limited has always supported their journeys by becoming their most trusted home building partner with relevant and engaging content. However, considering dwindling attention spans, we wanted to provide information at the right time and place, at scale. We ensured our consumers could interact with their UltraTech home building experts whenever and wherever they wanted with a simple tap on their mobiles. Our partners at Mindshare and Glance helped amplify this with industry-first tech innovation and rich media.”
About UltraTech Cement
The Objective
90% of Indians mostly get one chance to build a home. As they navigate a complex web of budgets, architects, contractors, and raw materials, UltraTech Cement offers constant support as a trusted home building partner. Continuing this endeavor, the brand wanted to empower consumers with access to trusted information around home building, anytime anywhere. The brand also wanted to build intrigue among consumers and drive engagement with the helpful home building content they create.
The Solution
UltraTech Cement partnered with Glance and Mindshare to empower home builders by launching immersive, tech-forward campaigns right on the lock screen. Glance’s massive scale and unique clutter-breaking format enabled hyper-personalized, intuitive one-tap journeys to informative interactive experiences.
#1: Reaching the Right Audience
With intelligence from Glance Audiences, UltraTech identified and reached the right consumers: Indian men exploring home construction in Tier 2 and rural India. This ensured inspiration-inducing discovery and contextual relevance every time they picked their phones up.
#2: Captivating With Problem-solving Storytelling
To offer its audience easy access to its rich repository of educational “Baat Ghar Ki” videos built with years of expertise, UltraTech Cement explored two ways that drove easy discoverability on the lock screen: The first was an AI and AR-powered experience that simplified home building and the second was an interactive quiz around home building myths and facts that do not exist anywhere else on the internet.
#3: Offering Seamless Journeys to AI and AR-powered Experiences
In this experience, the UltraTech Expert intrigued the viewer’ with the message, "UltraTech Se Pucho” or “Ask UltraTech”. With one tap, they could dive into the AI and AR experience made magical with industry-first technological innovation.
Viewers could scan UltraTech logos, transformed by AI vision, across 1.9 billion touchpoints: hoardings, cement bags, digital posters, walls, storefront signs, and more. This led them to an AR-powered environment showing the UltraTech expert who offered real-world home building visualisation and knowledge. If they had more questions, they could use the Generative AI chatbot or access the educational video content.
#4: Taking Home Builders From Curiosity to Engagement With One Tap
The interactive quiz started with reminding viewers they had only one chance to build their home and led them to a three-question quiz on home building with one tap. All participants were then invited to learn more and directed to rich animated content with relevant advice on important things to remember at every step of home building.
The Results
The campaign reinforced UltraTech Cement’s position as a trusted home building partner as it transformed everyday moments into opportunities for meaningfully immersive, tech-driven learning experiences.
3.5 Million+
Home Builders Reached
1.5x
Higher Click-through Rate (CTR)*
4x
Higher Engagement Rate*
2 Minutes
Average Time Spent per Session
*Compared to the platform benchmark