Mumbai, 18th December 2024 – Mindshare, a GroupM company, has partnered with UltraTech Cement, India’s leading cement brand, to design a category-defining tech campaign, ‘UltraTech Se Poocho.’ This innovative initiative uses cutting-edge AI Vision, Augmented Reality (AR), and Generative AI to revolutionize the home-building journey for millions of Indians by converting the UltraTech logo into a dynamic home-building expert.
Building a home is a once-in-a-lifetime endeavor for 90% of Indians, requiring critical decisions that can often feel overwhelming due to a lack of reliable guidance. Recognizing this challenge, UltraTech introduced #BaatGharKi, a series of expert-driven, step-by-step home-building guides on YouTube. To enhance engagement and ensure accessibility, Mindshare conceptualized ‘UltraTech Se Poocho,’ transforming UltraTech’s static brand logos into interactive knowledge hubs that provide instant, reliable support for consumers.
The campaign leverages advanced technology to create an immersive, user-friendly experience:
Consumers can access this experience by scanning a QR code or clicking a link. Once activated, any UltraTech logo becomes a portal to expert-driven guidance, enabling consumers to make informed decisions throughout their home-building journey.
This first-of-its-kind campaign not only leveraged several media touchpoint but also created new mediums like the Cement Bag itself. Static mediums like Dealer Boards, Wall Paintings turned interactive, while making sure that the end consumer had easy ACCESS in an engaging and INNOVATIVE way.
Amin Lakhani, Chief Executive Officer, Mindshare South Asia said,
“At Mindshare, we constantly strive to redefine the boundaries of innovation, and our partnership with UltraTech Cement on the ‘UltraTech Se Poocho’ campaign exemplifies this ethos. By leveraging cutting-edge technologies like AI Vision, AR, and Generative AI, we’ve transformed a simple logo into an intelligent home-building companion, revolutionizing how millions of Indians approach one of their most significant life investments. This initiative sets a new standard for interactive brand engagement, bridging the gap between technology and trust to simplify home-building decisions for millions.”
This campaign exemplifies Mindshare’s commitment to leveraging technology and combining advanced AI with insightful strategy, setting a new benchmark for innovation in the construction and building materials industry.
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