For years, Cement, as a category, has been synonymous with conversation around product – the pros and cons, the R&D edge, availability etc. This approach has also trickled down to campaigns, conversations – both online and offline.
But we realized that one critical aspect was missing: home builders.
We decided that the need of the hour was to shift the conversation from the product to the home-builder. We also noticed that a home-builder didn’t have a one-stop platform for queries pertaining to home-building.
To address these issues, we started the #BaatGharKi campaign. The campaign is designed to help home-builders across India wherein UltraTech would act as an expert as well as a friend, right from planning stage to finishing.
Over time, we have also expanded our conversation to include engineers, masons, and architects, as each of them are crucial cogs in the home-builder’s journey to build his own house.