As per a news report, UltraTech Cement has redefined its marketing strategy by focusing its efforts around first-time home builders, particularly in rural India, who now contribute 70 per cent to its B2C business. Moving beyond conventional advertising, the company introduced the ‘UltraTech Se Pucho’ initiative—a digital advisory platform that has provided personalised assistance to over 12 million users, guiding them through the complexities of home building.
Another impactful programme, ‘Yashasvi Sarpanch’, engaged grassroots leaders, receiving nearly 9,000 entries and strengthening community-level influence. The brand also launched the ‘Banega Toh Badhega India’ campaign, leveraging influencers and digital storytelling to highlight the emotional and aspirational aspects of home construction.
This campaign reached over 500 million people and reinforced UltraTech’s position as a catalyst in India’s development narrative. Together, these initiatives underscore UltraTech’s commitment to customer-centricity, innovation, and nation-building, solidifying its image as not just a cement provider but a trusted partner in the journey of creating homes and communities across India.