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UltraTech’s ‘BaatGharKi’ media campaign wins four awards at ICMA 2020


UltraTech Cement has recently won four awards at the Indian Content Marketing Awards (ICMA) 2020, for its '#BaatGharKi' media campaign. UltraTech was conferred with a 'Silver' under 'Best Content Marketing - Multi Year Program' category and a 'Bronze' under three categories - 'Best Branded Content Marketing On TV', 'Best Integrated Branded Content', and 'Best Marketed Branded Content'.


UltraTech received the award for making the brand name synonymous to home building by crafting platform specific versions of the category insight based campaign Baat Ghar Ki.


By making short and helpful content, UltraTech has started a new means of engaging directly with the end consumers with the concept of Baat Ghar Ki. UltraTech as a brand understands the Individual Home Builders’ (IHB) real motivation behind building a home. For the home builder, home is not just a structure but an important milestone of his life. When most of the IHBs are embarking on the journey of building their first home, which is a long and complex process that comes with very high stakes. There is usually a requirement of an ‘expert’ who can ‘empower’ them in the process. To address this need of IHBs, UltraTech Cement conceptualized this digital campaign, Baat Ghar Ki (BGK) which has evolved over a period of time to take shape across various medium. This campaign engaged with IHBs through a series of videos, social media posts and impressive content on TV that simplified the process of home building.


#BaatGharKi, has won various awards in the past like 'Gold' at the Foxglove Awards 2019 under the 'Best Branded Content Campaign' category; Silver at SAMMIE Awards 2019 under the category, ‘Best use of Social Media Platform – Facebook; and ‘Silver’ at EMVIEs Awards 2019 under the 'Best Media Research and Analytics Using Data and Technology' category.