Mindshare’s Interactive Campaign For UltraTech Cement Drives Innovation
This initiative transforms UltraTech logos into an AI and AR - driven, interactive home-building expert
Mindshare has joined hands with UltraTech Cement 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 transform 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 endeavour for 90 per cent of Indians, requiring critical decisions that can often feel overwhelming due to a lack of reliable guidance. Recognising 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 conceptualised ‘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 touchpoints but also created new mediums like the cement bag itself. Static mediums like dealer boards, and 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, revolutionising 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 demonstrates 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.
