UltraTech's latest campaign cements trust with technology

Mindshare, a GroupM company, has partnered with UltraTech Cement to design a tech campaign, ‘UltraTech Se Poocho’ (Ask UltraTech). This initiative uses AI Vision, augmented reality (AR), and generative AI to transform the home-building journey for millions of Indians by converting the UltraTech logo into a dynamic home-building expert. 

Building a home is a once-in-a-lifetime endeavour for 90% of Indians, requiring critical decisions that can often feel overwhelming due to a lack of reliable guidance. Recognising this challenge, UltraTech introduced #BaatGharKi (Talk of a home), a series of expert-driven, step-by-step home-building guides on YouTube.

To enhance engagement and ensure accessibility, Mindshare conceptualised ‘UltraTech Se Poocho,’ transforming UltraTech’s static brand logos into interactive knowledge hubs that provide instant, reliable support for consumers. 

The campaign leverages advanced technology to create an immersive, user-friendly experience. The AI vision technology detects and recognises the UltraTech logo, while the AR converts the logo into a 3D home-building engineer or expert. The gen AI WhatsApp bot provides consumers with instant access to home-building advice, expert consultations, and thousands of videos tailored to each stage of the construction process. 

Consumers can access this experience by scanning a QR code or clicking a link. Once activated, any UltraTech logo becomes a portal to expert-driven guidance, enabling consumers to make informed decisions throughout their home-building journey. 

This campaign not only leveraged several media touchpoint but also created new mediums like the cement bag itself. Static mediums like dealer boards, wall paintings turned interactive, while making sure that the end consumer had easy access in an engaging way.

Amin Lakhani, chief executive officer, Mindshare South Asia said, “By leveraging cutting-edge technologies like AI Vision, AR, and Generative AI, we’ve transformed a simple logo into an intelligent home-building companion, revolutionising how millions of Indians approach one of their most significant life investments. This initiative sets a new standard for interactive brand engagement, bridging the gap between technology and trust to simplify home-building decisions for millions.”

Campaign’s take: UltraTech Cement’s latest campaign, ‘UltraTech Se Poocho’ (Ask UltraTech), redefines how Indian consumers approach the complex process of home-building. Partnering with Mindshare, the cement company has cleverly transformed its static logos into interactive gateways of expertise, leveraging cutting-edge technologies like AI vision, AR, and generative AI. By scanning a QR code, consumers can access tailored home-building advice, short instructional videos, and even a 3D virtual expert—all from their smartphones.

This campaign is a masterstroke in recognising the ubiquity of mobile phones among Indians. It turns everyday touchpoints—hoardings, dealer boards, and even cement bags—into powerful tools of engagement. The accessibility of expert advice addresses a major gap in the home-building journey, where many rely on anecdotal guidance that often lacks technical accuracy.

However, while the campaign’s tech-driven innovation is commendable, its success depends on seamless execution. Issues like tech adoption barriers in rural areas or inconsistent mobile internet access could limit the initiative's reach. Moreover, UltraTech's reliance on AI-based solutions raises questions about whether such tools can fully replicate human expertise, especially in a domain as personal and high-stakes as home-building.

Nonetheless, ‘UltraTech Se Poocho’ positions the brand as a tech-savvy leader in its category, blending trust and technology to cement its relevance in the Indian market.