Categories Name : AI
Sub-Category : Best AI-Led Consumer Experience
Campaign Name : Clicks to Bricks : Ultratech's unique AI solutions
For most Indians, building a home is not a transaction. It is a once-in-a-lifetime decision, filled with emotion, anxiety and endless questions. Yet, when Individual Home Builders begin their journey, the internet often gives them scattered answers, conflicting advice and very little confidence.
UltraTech Cement saw an opportunity to move beyond being a cement brand and become a trusted home-building companion, much before the point of purchase.
The challenge was clear: India generates over 9 million home-building queries every month, but first-time builders struggle to find simple, credible and contextual guidance. UltraTech needed to engage them at the most critical stage, when they were searching, learning and forming brand trust.
The solution was AdGPT, an AI-powered mobile-first assistant that transformed ordinary digital banners into live, interactive advisory experiences. Instead of pushing a static message, UltraTech turned media into a conversation.
Trained on over 300 brand articles and 1,000+ localized content pieces, AdGPT answered consumer questions instantly across key home-building concerns- material selection, budgeting, construction stages, site testing, waterproofing and more. Using audience affinity and contextual signals, UltraTech reached potential IHBs during their research journey and served them intelligent banners that opened into an AI-led chat interface.
The experience was simple, useful and deeply relevant. A consumer did not have to search endlessly or visit multiple websites. The answer came to them, inside the ad itself.
Every interaction also created a smarter engagement pathway. Based on the nature of the user’s query, consumers were redirected to relevant content on UltraTech’s Baat Ghar Ki YouTube knowledge hub, while qualified audience pools were built for precision retargeting through GDN.
In a category traditionally seen as low involvement, UltraTech made mobile media interactive, advisory and genuinely helpful.
In just 40 days, the campaign delivered 2 million impressions and 18,000+ meaningful interactions. CTR reached 0.9% | 3X the industry average. Over 61% of users engaged with construction-related queries, proving strong intent. Redirects to YouTube drove a 40% subscriber spike, 56% more views and 40% higher engagement.
UltraTech did not just use AI in advertising. It used AI to make advertising useful.