KYOORIUS MEDIA AWARDS - Cross-Platform / Integrated (Use Of Collaboration)

#BaatGharKi - A Mission To Connect With A Billion Lives - UltraTech Cement Ltd - UltraTech JPG
#BaatGharKi - A Mission To Connect With A Billion Lives - UltraTech Cement Ltd - UltraTech MP4 3m:00s

#BaatGharKi - A Mission To Connect With A Billion Lives - UltraTech
Client: UltraTech Cement Ltd
Entrant: Mindshare

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#BaatGharKi - A Mission To Connect With A Billion Lives - UltraTech - UltraTech Cement Ltd

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Entry Title: #BaatGharKi - A Mission To Connect With A Billion Lives
Brand: UltraTech
Client: UltraTech Cement Ltd
Entrant Company: Mindshare
Description: Communication/Marketing Goal

90% of individual homebuilders (IHBs) build their home only once in their lifetime without any prior experience. The IHBs lack homebuilding knowledge and seek expert guidance. Our goal was to position UltraTech from being a cement supplier to an empathetic ‘Homebuilding-Expert’ that provides reliable source of guidance in their journey.

Innovative Solution

Unavailability of credible sources of information compels IHBs to rely on relatives, contractors, & masons for advice which is not always correct. This often leads to mistakes that can be irreversible in nature.

Being the no.1 brand, UltraTech wanted to pioneer thought-leadership and leverage our expertise by offering trustworthy guidance to these IHBs and becoming their true homebuilding companion.

Introducing ‘BaatGharKi’ – An industry-first initiative to empower first-time homebuilders and guide them across all stages of their homebuilding journey. Adopting an edutainment approach, we addressed consumer pain-points to become their go-to expert for all homebuilding queries.

Engaging Creativity and Amplification

After examining consumer search queries, we categorized the entire home-building process into 7 stages – right from Planning till Moving In and created an integrated multi-platform initiative.

With 77+ bite-sized digital videos in 7 languages, episodic chat shows with celebrities on TV and OTTs to drive preference, we further activated Quora/SEM to convert intent into action. Mobile OBD campaigns and All India Radio featuring celebrities were used to deliver content till the last mile.

Further extended into an on-ground setup called ‘BaatGharKi Shivir’, we facilitated consultative interactions with technocrats which was later adapted into a gamified virtual platform during the pandemic.

Effectiveness:
• 15% lift in brand recommendation scores
• 89% lift in the brand message recall
• 60% associated UltraTech Cement as an ‘Expert Home Building Companion’
• 200% increase in brand searches in just one year
• Staggering 250mn+ video views across and 450+ Audio impressions of BaatGharKi content
Our Baat Did reach Every ‘Ghar’
Company Credits: Zee Network
Company Credits: Star India Ltd
Individual Credits: Agnihotra Roy
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