Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C04. Data/Insights

Campaign Name : Cementing Democracy

Brand Name : UltraTech Cement

Agency Name : Mindshare India

Results

In a first-of-its-kind initiative, UltraTech, during Indian-General-Elections, partnered with InMobi to map 20,000+ polling-booths across India’s most-dynamic-cities. Leveraging official polling-station data sourced directly from the Chief Electoral Officer’s website, these locations were seamlessly integrated into Google Maps in real-time, empowering citizens with effortless access to their polling-stations. Through precise geo-targeting, we pinpointed users within 100–200-meter radius of polling-booths. Users were identified using InMobi’s user database with filters like behaviour patterns, preferences & interests. They were targeted with a powerful, personalized message “As India Votes, India Grows” providing a direct-link to polling-booth directions. UltraTech’s initiative delivered groundbreaking outcomes, setting new benchmarks in civic engagement and brand impact: Empowering Participation: The first campaign to directly guide voters to polling stations, addressing a critical barrier to voter turnout. Reached 10 Mn+ voters 8Lac+ unique pledges to vote were taken on Public App. Brand Achievements: 100% growth in top-of-mind recall as a nation-builder (8% to 16%). 150% increase in association with nation-building among campaign-exposed audiences. 33% improvement in perception of UltraTech’s role in progress. 70% surge in endorsements as "India’s No. 1 Cement." 48% Recommendation score (reaching all time highest) 89% surge in Brand Recall (reaching all time highest) Business Wins: 30% jump in brand searches. 45% boost in website traffic, with 60% growth in organic visitors.