Categories Name : SPECIAL AWARDS
Sub-Category : Most Effective Use of Digital Analytics
Campaign Name : UltraTech Building the Future Before It Exists: Predicting Housing Demand Through Growth Corridors
UltraTech set out to solve one of cement marketing’s toughest media planning challenges: finding rural consumers before they entered the home building journey. Traditionally, cement media planning reacts to visible demand. This campaign used AI to predict demand before it surfaced, helping UltraTech influence future home builders earlier, reduce rural media wastage and sharpen market prioritisation.
The insight
Future home builders may be invisible, but the economic signals that create them are not. Infrastructure development, rising built up areas, nightlight intensity and village growth patterns can indicate where housing demand will emerge next.
Through Aroscop’s Growth Corridors solution, UltraTech built an AI led planning model around the Ganga Expressway. The system combined GIS mapping, satellite built up analytics, nightlight radiance, machine learning pattern recognition and a Predictive Construction Index to identify 5,570 villages most likely to see near term housing demand.
This transformed AI from a reporting tool into a media planning advantage. Instead of planning broadly across rural markets, UltraTech could focus on tomorrow’s demand pockets before competitors could visibly identify them.
The media strategy was activated with precision. High potential villages were mapped through polygon geo fencing, ensuring impressions stayed within selected micro markets and reducing spillover. Vernacular creative made the message locally relevant, while video built immersion, display delivered scale, utility and payment platforms encouraged action, and gaming plus regional entertainment platforms deepened engagement. Dayparting improved delivery further, while trust led channels such as Truecaller and voice outreach added credibility.
Campaign results
The campaign delivered
300 M+ impressions and 100 million plus views.
Achieved a 4.6 % CTR, which was 3.5x the industry benchmark.
By adopting polygon mapping instead of pincode or district level mapping, UltraTech improved efficiency in media deployment by 22 %, ensuring sharper reach with lower wastage.
Brand results in the UP market
Amongst audiences in the UP market, the campaign delivered a 28 point lift in consideration,
24 point lift in recommendation,
16 point lift in perception of UltraTech as India’s No. 1 cement brand.
Most importantly, corridor villages grew faster than control markets, proving that AI did not simply optimise media delivery.