Case Study

Categories Name : B. Channel/Media Strategy

Sub-Category : B01. Cross Media Integration

Campaign Name : Banega Toh Badhega India: UltraTech's Butterfly effect on Nation Building

Brand Name : UltraTech Cement

Agency Name : Mindshare India

Results

Reach and Engagement: • Reached 100Mn+ people across platforms • Website traffic up 45%, organic grew 60%, 80% from metros. • 800,000 pledges in low voter turnout cities like Mumbai and Delhi Brand Metrics: • Brand Strength hit a record high of 48 in metros. • UltraTech’s endorsement as No.1 cement up 78% Perception Shifts: • Perception of UltraTech as a Nation-builder increased 2X from 8% to 16% among the general audience and 3X among campaign viewers. • Perception of UltraTech’s role in national progress increased by 33% (general public) and 46% (campaign viewers). • Sales increased by 37%. The campaign is a testament to UltraTech's commitment to nation-building, shifting perceptions from a product-focused brand to one that represents India’s collective growth. Through a strategically layered media approach, we demonstrated the Butterfly Effect and positioned UltraTech as not just as a brand, but as a movement that India can rely on, as it continues to build for brighter future.