OWNING THE CONSUMERS' MIND

Blending storytelling, tech-led innovation and deep consumer insight, UltraTech Cement's President and Head of Marketing Ajay Dang shares how the brand fuses strategy, sentiment and scale to connect with India's diverse homebuilders meaningfully By Soumya Sehgal Bhutani

- Soumya Sehgal Bhutani

Aditya Birla Group's UltraTech Cement has established itself as the dominant force in the Indian cement sector today. What sets it apart is not only its scale or the recent acquisitions, but also its multidimensional marketing strategy — one that blends emotional storytelling, regional targeting and technical credibility.

UltraTech has long positioned itself as 'The Engineer's Choice', a tagline that emphasises quality, strength, and trust-critical attributes in the construction industry. This positioning has helped the brand gain credibility among professionals while also reassuring end consumers of the cement's technical superiority.

The strategy taps into a psychological duality of emotional security for homeowners and rational trust for engineers and architects. This has enabled UltraTech to thrive as a B2C and B2B powerhouse.

The Art of Storytelling

Recognising that building a home is a deeply emotional journey for Indian families, UltraTech's advertising goes beyond product features to connect on a human level. This is powerfully reflected in campaigns such as 'Ghar Ek Mauka Ek', 'Banega Toh Badhega India' and 'Baat Ghar Ki', which reimagine cement as more than just a construction material.

Ajay Dang, President and Head of Marketing at UltraTech Cement, has been at the forefront of these marketing initiatives. He believes that marketers are the quintessential memory builders. He views storytelling as an ancient art that creates value by attaching meaning to things and human endeavours.