UltraTech Cement is India’s largest cement manufacturer. For Holi, the brand wanted a 360 degree integrated campaign and a launch campaign that people would remember. Through this campaign, UltraTech Cement leveraged the sentiment of the festival through the eyes of a mason.
The campaign endorsed a mason as the prime element in the film to embrace the message of happiness, celebration, and getting together to add color to the lives of anyone who make our dreams beautiful.
“This Holi, we wanted to highlight that person in our industry who has always been overlooked, but without whom our industry would come to a standstill. That’s what this film does. Honors that special person,” said Vivek Agrawal – Group Executive President & CMO, UltraTech Cement, Aditya Birla Group
“Masons play an important role in the construction chain. It is time that we honored them for their contribution. As an organization, we made that happen by adding color to his life. The film communicates a vital message. SapientRazorfish handled the creatives and the emotions have been captured, beautifully,” added Kumar Pillay, Senior Vice President Marketing Services, UltraTech Cement, Aditya Birla Group