UltraTech’s modern-day journey began when the Aditya Birla group acquired a sizeable
cement business from L&T, with a large pan-India presence, back in 2004.
Today, it is a clear industry leader in its segment, offering expert services and
solutions for all kinds of construction needs. The ubiquitous ‘Yellow Helmet’ has
become synonymous with the brand and its ‘expert’ status.
Durability has always been the brand’s core promise. Through its current communication,
UltraTech also exhorts the nation’s engineers and architects to ‘Build Beautiful’.
Based on the belief that every structure needs to be as aesthetic as it is long-lasting,
the Build Beautiful campaign urges its audience to create structures that go beyond
being just strong and durable.