Categories Name : COMMUNICATION

Sub-Category : Best Use of Radio

Entry Name (Campaign) : Baat Ghar Ki Wikipedia of Homebuilding

Results

For the first time in the history of Indian Radio, Big FM devoted 15 minutes uninterrupted branded content over its 22 stations & on All India Radio (AIR) considered 16 stations covering priority markets from Hindi Heartland The Campaign had 3 Legs, Call for Entry, Episodic Content and FAQ’s. Sustained with 70,000+ exposures. How did the innovation deliver the goal?
Our ‘Baat’ did reach every ‘Ghar.’
• 60% of consumers successfully associated UltraTech Cement as an ‘Expert Home Building Companion’
• Brand recommendations scored reached its all-time high at 38%
• Brand recall witnessed a spiked from 38% to a whopping 72%
• 44% homebuilders found UltraTech as the most reliable brand What makes the innovation differentiated and unique?
UltraTech became the first Brand in this category to create a customer centric content dedicated to all home building queries. The TV shows produced turned out to be a Platform, equivalent to a ‘Wikipedia of home building’. Also, It generated an emotional connection with our audience. Implementing challenges Content creation comprise of production and media cost. Creating content with the top 2 networks (Star & Zee) comes at cost. We Ensured the campaign was planned and executed in such a way, that we paid for Hosting the content, a marginal premium. The entire production costs, including the Influencer cost was derived as a value addition.