Brand UltraTech has a strong association with the two most popular sports in India - cricket and hockey. The brand’s association with the Rajasthan Royals (Season 2, 3 & 5) and the Deccan Chargers (Season 4) helped it establish a connect with the youth. The in-film branding with ‘Chak De India’ was an extension of the effort to position UltraTech as a youth-oriented brand. Birla White’s indigenous ‘Yuvaratna’ awards, which recognise excellence in engineering, along with UltraTech’s alliance with the Business India exhibition, ‘A Celebration of Architecture’ have added to the aspirational value of the brand among students, 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. Films are a great entertainment platform for most Indians. Many FMCGs have encashed this opportunity. The in-film branding opportunity was used by UltraTech for the first time ever in the cement industry. The film Chak De India, promoting women's hockey in India, became an all-time hit. In the movie UltraTech was the sponsor of the Indian women's hockey team. UltraTech branding was prominent throughout the movie.
'It was a big gamble we took," says Mr. Puranmalka. "Initially we were sceptical, with many big banners with big stars failing in the recent past. After a lot of deliberation, we decided to go ahead with this gamble and finally Chak De India almost became like a national anthem, with India winning the women's hockey title in reality and our cricket team winning the inaugural 20-20 World Cup."
UltraTech Cement is proud to be associated with ‘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.
The event showcases some of the finest products and services in India and overseas. It includes stall displays, slide shows, manufacturers´ presentations, workshops, panel discussions and much more. An awards function also forms part of the event, wherein the aim is to identify and felicitate regional excellence in real estate development, architecture and design in India. With three award categories and twelve city tours, the show recognizes 36 winning projects on the contemporary Indian architectural scene.
The advisory council of ‘A Celebration of Architecture’ comprises of the country’s biggest names from the infrastructure and construction industry – Professor Mustansir Dalvi of Sir J. J. College of Architecture, Mumbai; Mr. Rahul Kadri of Kadri Consultants Pvt Ltd, Mumbai; Mr. Vikram Oberoi of Oberoi Constructions, Mumbai; Mr. Manit Rastogi from Morphogenesis, New Delhi and Mr. Rahul Thakkar of Thakkar & Associates, Ahmedabad.
Cricket in India is truly a national game. Its popularity transcends geography, age and gender. UltraTech Cement has been associated with Cricket initiatives, be it sponsoring the historic India-Pakistan cricket series in 2005 or extending its support to Asia Cup.
In its latest avatar of 20-20, cricket presents a never-before combination of sports and entertainment. The inaugural edition of the Indian Premier League was held in 2008. In line with its position of supporting Sport, especially Cricket, UltraTech Cement was the on-ground partner for the Rajasthan Royals. The team, under the charismatic guidance of Shane Warne emerged victorious in the inaugural tournament. This partnership was cemented further in season 2 and 3, in which UltraTech Cement was the principal team sponsor for Rajasthan Royals.
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.
Captained by former Indian captain Rahul Dravid, Rajasthan Royals in Season 5 is a brand new team. The blend of experience and exuberance brought in by dynamic players like Sreesanth, Dinesh Chandimal and Brad Hogg, gives the Royals the firepower to combat any challenge. The team also boasts of players of the calibre of Shane Watson, a part of the victorious team of Season 1 who has been retained in the squad. The team, with the thrilling new additions under a new captain is sure to give fans much to cheer about.
The Birla White Yuvaratna Award recognizes and rewards aspiring students of Architecture for excellence in design. It inspires students to use their creative minds to design spaces and structures based on a theme. The contest is also open to Civil Engineering Students with relevant themes.
An initiative from Birla White, India’s premium brand of White Cement, the awards have been constituted to inspire budding architects to present concepts that ignite their passion to create a new world. It challenges students to imaginatively present dynamic structures from a range of versatile products manufactured by Birla White with its innumerable permutations and combinations. It has also allowed Civil Engineering students to free their minds and suggest innovative applications of white cement over the past few years.
Birla White Yuvaratna Awards have evolved to become an important event in the academic calendar for almost all students, who aspire to carve a niche for themselves in the field of designing. With two successful years of receiving international entries under various categories, it is now set to establish itself as a design competition of international repute for the students. The overwhelming participation by foreign university students at the awards has set the standard of participation to an international level and has also aided in the improving the quality of work presented by Indian participants.
The competition focuses on identifying and encouraging the creative understanding and ability to design with two distinct and unique design briefs. Participants are expected to showcase their intellectual understanding of the given theme and present it uniquely. The students have proven their worth by showcasing their ability to integrate complex design issues with building programmes and reflect their sensitivity towards the unique site given for the problem.
The maiden contest in 2004, got an overwhelming response from the entire country; in 2 years, the entries grew manifold and the company decided to hold the competition at regional and national levels, which is now extended to an international level also. With every passing year new dimensions have been added to the awards.
In the year 2008, students were made to design a place of worship and 2009 was the year of knowledge for Yuvaratna, where the challenge was set to design a Global Knowledge Centre and Knowledge Media Centre.
In the year 2010, students were invited to design a Global Development Centre for Indian crafts, to be constructed on a site measuring approximately 42.0 Acres with a built up area of approximately 8500 Sq. Mts. And/or, design a Crafts Exhibition cum Display Centre of 1500.00 Sq. Mts., with a maximum of three floors.
This was an ethereal challenge for the budding architects, to interpret and create a global hub for early and holistic education, in a space that allows the past to thrive and take into the future.
The challenge grew to the next level in the year 2011, wherein the students were made to design an Interpretation Centre (Institute) for a Rain Forest Ecosystem of approximately 2500 sq. mts. built-up area and Visitors and Tourist Information Centre of 500 sq. mts. built-up area. The idea was to create a space where working and living in communion with nature transports you to a higher plane altogether. This theme was an endeavour to involve young minds in the act of protecting the environment and developing their eco-sensibilities.