The UltraTech brand not only helps build cities and homes, it helps build trust and ultimately, builds lives. The name inspires trust among all the stakeholders: engineers, builders, contractors, individual house owners, governments, investors, shareholders and the society at large. The brand has consistently justified this trust. The brand’s positioning of ‘being the expert’ translates into advertising imagery that depicts progress, cutting-edge technology and modernity. UltraTech’s famous tagline ‘The Engineer’s Choice’ reflects its brand promise of being the ‘expert’. Excellent product quality and customer care are the hallmarks of UltraTech cement.
“The name UltraTech with the signature line, 'The Engineer's Choice', admirably captures the premium nature of the brand and its salience."
Mr. O.P. Puranmalka, Business Director, UltraTech Cement Limited, and Director, Aditya Birla Management Corporation Private Limited.
The UltraTech brand bears a strong association with popular Indian sports namely cricket and hockey. The in-film branding with ‘Chak De India’ and the IPL connect with the Rajasthan Royals (Season 2, 3 & 5) and Deccan Chargers (Season 4) has made UltraTech a youthful brand to reckon with. Birla White’s homegrown ‘Yuvaratna’ Awards recognise architectural and engineering excellence. UltraTech is also associated with the Business India exhibition - ‘A Celebration of Architecture’. All these affiliations have strengthened Brand UltraTech's association with the fraternity of students, engineers, architects, builders and the construction community at large.
India, the world's largest producer of movies in as many as 10-12 different languages, provides a great opportunity for advertisers to reach the masses. The in-film branding opportunity was used by UltraTech for the first time ever in the cement industry.
In Season 4, UltraTech Cement partnered with the talented team from Hyderabad - Deccan Chargers; while in Season 5, the association with Rajasthan Royals has been strengthened as the Principal Team Sponsor for IPL 2012.
UltraTech Cement is proud to present ‘A Celebration of Architecture’, a Business India Exhibitions' event held in collaboration with the Inside Outside Mega Show, that demonstrates the splendour of Indian architecture across judging categories.
UltraTech has forged an emotional bond with the Indian audience through its campaigns, ‘Iss Cement Main Jaan Hai’, ‘Maine Kal Ko Dekha Hai’, and the two latest TVCs on ‘Childhood and EMI’. The common message in all the campaigns has been that of a real life hero whose success contributes to nation building.
UltraTech Cement has been honoured with the title of the consumer validated award - ‘SUPERBRAND’ for the years 2011 and 2012 by the Superbrands Council. It has also been bestowed with the title of the customer selected ‘POWERBRAND’ for the year 2012 by Powerbrands India.
Superbrands is a global organisation that recognizes, showcases and pays tribute to the best brands in each country. It is a prestigious award and recognizes the brand custodian‘s persevering efforts to build a brand that is strong on consumer perceptions, thereby making it resilient to fluctuating economic conditions.
For the fourth edition of Consumer Superbrands, UltraTech was a part of a very exclusive group of winners selected first by the consumer and then by an independent Superbrands Council comprising of the most eminent professionals from India’s corporate sector. This is an important recognition of our efforts and serves our objective of getting closer to the consumer. In a market comprising of several highly regarded competitors, this is certainly an outstanding achievement.
Birla White, a brand of UltraTech, too has earned the distinction of ‘SUPERBRAND’ for the second consecutive time and is also a ‘POWERBRAND’.